The common thread that binds the two series together is the use of Sony's 4K HDR Processor X1 Extreme, formerly only found inside the company's flagship BRAVIA Z series.
The tradeoff with LG's new TVs is that you can not keep it on a table, as it will need to be mounted to a wall.
Of course, the hyper-competitive consumer electronics market yielded same-day competition for LG: Panasonic debuted its own OLED TV at CES on Wednesday.
The TV, which was just announced today at CES 2017, will offer four types of HDR (HDR10, Dolby Vision, Hybrid Log Gamma and a new technology called Advanced HDR from Technicolor) and will ship with a Dolby Atmos soundbar. If you would like to see this cutting-edge technology and you happen to be at CES, head to Sony's exhibition at Booth #17300.
The TV is connected to its Dolby Atmos enabled base unit by one cable and features industry leading infinite contrast typical to OLED displays.
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The XBR-A1E model will be available in 55-inch, 65-inch and 77-inch versions.
Sony also announced a new 4K ultra high definition Blu-ray player and high resolution audio sound bar as the technology giant focused on its home entertainment products.
No word on exact pricing or availability for these sets yet, but we're sure we'll hear more throughout the year.
Also worth mentioning is that both models are powered by Android TV, so viewers can stream all sorts of movies, TV shows, music tracks, photos, games, apps, and much more, all right to the TV. With Chrome Cast built-in, you can easily send content from your smartphone or tablet to the TV. In addition, the TV features an Absolute Black Filter to reduce ambient light and reflections on the screen.
As the line-topper, the W7 features a thin profile, with the 65-inch model measuring just 2.57 mm thick and able to be mounted on the wall with magnetic brackets that eliminate any gap between the wall and the TV. The reason LG could achieve this slimness and low-weight nature is because OLED panels, as opposed to LED panels don't require additional backlighting for displaying images.