By Claire Reilly

It’s been a busy week for televisions this week – following Samsung’s LED TV product launch on Tuesday, LG Electronics Australia unveiled its new range of LG Cinema 3D Smart TVs at the Museum of Contemporary Art in Sydney on Wednesday.

LG’s marketing general manager, Lambro Skropidis, used the launch to outline the company’s strategy for flat panels and to reaffirm its focus on 3D technology.

“Our challenge in this industry is to keep providing consumers with relevant that enhances their lives in such a way that they see value in higher-priced products,” said Skropidis. “Do we expect demand for 3D to continue? The answer is a resounding, ‘Yes’. 3D has not only arrived, but it is gathering rapid momentum.

“We feel confident that our 3D technology will become an industry standard into the future,” he added. “Consumers are looking to replicate the cinema experience in the home and, increasingly, they’re purchasing larger and larger sizes of screens that bring this immersive 3D viewing experience into the living room.”

Skropidis also reiterated the company’s focus on “three consumer-centric pillars” as a means of finding success in the category, namely, “Premium design, unparalleled viewing experiences, and relevant and simplified connectivity.”

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As a part of the launch, guests were invited into the top floor of the MCA to get hands on with the new technology at individual experience stations that showcased the new technological advances of the TV line-up.

These included a new Magic Remote – with scroll wheel, voice recognition and gesture functionality – a new range of 3D content and dedicated Smart TV apps, and Smart Share technology.

The LG team heralded the benefits of Smart Share, including the ability to push content from high-end LG TVs to a tablet or mobile device with ‘2nd Display’, as well as Wireless Display (or ‘Wi-Di’) technology which enables content to be shared from an Intel Wireless Display-enabled laptop onto an LG Smart TV using a wireless connection.

The company was also spruiking its 3D technology, including more advanced 2D to 3D conversion, and guests were treated to a 3D film clip of the song “Top Girl” by Korean singer G. NA – certainly one of the stand-out artists in the K-Pop industry.

One of the features that had guests most excited (aside from the ability to play K-Pop) was the new Dual Play functionality for 2-player console gaming. Using LG’s passive 3D technology, Dual Play overlays two screen images (one for each player’s point of view in the game) on top of each other. The players then wear glasses that pick up only one of the image feeds, meaning they can have a full-screen view of their game, and they won’t be able to peek at their opponent’s point of view.

In a demonstration, this reporter was impressed by just how effective such a simple idea could be. We predict that there will certainly be some gaming fans that will want to get their hands on this.

LG was keen to talk up the "cinema" side of its new Cinema 3D TV range.

LG had decked out the venue with a range of art pieces (designed to showcase its design cred) including this pop-art piece showing off the benefits of the magic remote.