Competition heated up in the OLED TV market Tuesday as Samsung announced it was shipping its first production model using the technology and that it would sell for US$8,999.

That price will choke most TV shoppers, but it's being hailed as a new low price point for displays sporting the state-of-the-art technology. The only other OLED TV in the market sells for $15,000 and is made by Samsung's arch rival LG.

Anticipating comparisons with the new 55-inch Samsung model, LG began distributing to journalists pictures of the company's billboard in Times Square emphasizing its Curved OLED model's immediate availability. The LG model has been on retail shelves since July 22.

Samsung said its OLED has begun shipping to specialty dealers in the United States.

"This TV is aimed at high-end homes where price tag isn't as much of an issue as experience is," Brett L. Sappington, director of research for Parks Associates, told TechNewsWorld.

From the article, "Samsung's OLED TV: The Couple That Plays Together Stays Together" by John P. Mello Jr.

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