LG Electronics on Monday started selling its first OLED TV with 4K (3840 x 2160) resolution. Available in 77- and 65-inch screen sizes (models 77EG9700 and 65EC9700), LG 4K OLED TVs curved panels composed of organic light-emitting diodes in Ultra HD quality.

LG 4K OLED TV employs an advanced panel developed by LG Display which features LG’s proprietary Four-Color Pixel WRGB technology and 33 million sub-pixels working to produce the lifelike colors and "infinite" contrast ratio.

"LG 4K OLED TV is the pinnacle of technological achievement and a new paradigm that will change the dynamics of the next generation TV market," said Hyun-hwoi Ha, president and CEO of LG’s Home Entertainment Company. "As the next evolutionary step in display technology, OLED will play a major role in reshaping our industry. I feel confident when I say that 4K OLED is a bona fide game changer."

The new models feature leaf-shaped stand and can also be wall mounted. LG’s multi-channel ULTRA SURROUND sound system, designed in cooperation with Harman Kardon, creates a detailed sound environment.

LG’s 4K OLED TV is built around the webOS platform.

LG will begin taking pre-orders for its 65- and 77-inch 4K OLED TVs starting in Korea this week, with availability in key markets in North America and Europe to follow soon after. The 65-inch model will cost 12 million won ($11,765).

LG's aggressive bet on OLED TVs is in contrast with its rival Samsung Electronics. After rolling out a 55-inch curved TV that uses an OLED display last year, Samsung has not announced an upgrade to its OLED TV for this year.