LG Electronics is launching what the company calls the “world’s first wireless OLED TV,” a 97-inch LG SIGNATURE OLED M currently available in South Korea that will be rolled out to American and European markets later this year.

However, we should say the LG SIGNATURE OLED M television, first introduced at CES 2023, is ‘almost’ wireless–the TV still comes with a power cord that needs to be plugged into a wall outlet. The AV cables present in traditional TVs, though, have been completely removed in favor of a wireless transmission method.

The company’s proprietary AV transmission solution was developed to help users who connect TVs to various peripherals such as gaming consoles and set-top boxes, giving them a new way of managing cables and connected devices.

According to LG, the TV, model 97M3, is designed to reaffirm the company’s spot atop the ultra-large premium TV market with what LG says is the industry’s largest 97-inch OLED screen. LG also touts the Zero Connect Box, which the company says is the world’s first wireless solution capable of real-time video and audio transmission at 4K 120Hz.

The Zero Connect Box enabled AV transmission at 4K resolution (3,840 x 2,160 pixels) and 120Hz refresh rate at a distance of up to 10 meters between itself and the screen when the box is placed in a direction facing the screen.

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According to LG, the Zero Connect Box supports HDMI 2.1, USB, RF, LAN and Bluetooth. To ensure the seamless transmission of image and sound, the box identifies the optimal transmission path and has an adjustable antenna that can be positioned according to the screen’s location.

The company says the solution can transmit large amounts of data at up to three times the speed of existing Wi-Fi 6. In addition, the Zero Connect Box can even support Dolby Vision and Dolby Atmos.

The TV features the company’s Gallery Design, which allows for flush wall mounting. Since users don’t need to place a cabinet or table near the TV, they can customize their setup.

While only the 97-inch model is available now in South Korea with plans for global roll out later this year, LG will also launch 83-inch and 77-inch models with Zero Connect technology. No price has been officially set for the US release, however, numbers released in the UK may give some insight into how the TVs will be priced upon arrival in American markets.

According to M3 pricing information from T3, the 77-inch LG M3 OLED TV will cost £5,999.99 in the U.K., the 83-inch will be priced at £7,999.99 and the 97-inch model will cost £27,999.99. It is worth noting that, in the past, US pricing on LG products has often been lower than in the U.K., so while cost will likely remain in the same ballpark, there is precedence for it being slightly less than these numbers.

“The technical feat of the 97M3 was made with LG’s decade-long commitment to creating new customer value as a market pioneer,” says Baik Seon-pill, leader of the LG Home Entertainment Company’s Product Development Division. “As well as delivering the ultimate viewing experience on an ultra-large screen, our first-of-its-kind wireless LG SIGNATURE OLED M presents customers with a new level of freedom in arranging their living spaces.”

Recently, LG announced that, in the interest of positioning itself as a “Smart Lifestyle Solution Company,” the brand will be pushing forward in developing ad and subscription based models around its popular LG TV and appliance portfolios. How this will manifest within the products themselves has yet to seen, and when these new changes are expected to take place has also not yet been stated.

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