When we set out to make a new display, our engineers sought to create the most immersive, experiential, emotionally powerful television experience possible. Period. Because we understand the passion that goes into producing amazing images, sounds, emotions and art, and we share it.

So we started from scratch and dedicated ourselves to making a truly revolutionary display that reproduces what the artist originally intended. And that meant, above all, achieving the blackest blacks imaginable.

Because when it comes to TV, black is everything. Black is the canvas. Black is the foundation. Black gives each colour greater definition, additional shades, more depth and the sharpest details. In red. In green. In blue, and everywhere in between. A truly black black breathes life into colour and forever changes the way you think about TV.

And black, as you might expect, is at the very heart of what this television is all about.