LG Electronics has just announced that most of its 2021 OLED TV range will be sold at its “lowest ever price” for the next fortnight, as a “consolation prize” following England’s penalty shoot-out defeat to Italy in the Euro 2020 final. 

The 10% discount will run for two weeks, from July 14 to July 28, and applies to the 2021 LG A1, B1, C1 and G1 OLED TVs, but unfortunately not the 8K resolution LG Z1 OLED TV. 

The LG G1 (pictured) will be seen by most as the star of the company’s discounted TV lineup. It’s referred to as the “Gallery” series and for good reason too, because it boasts an ultra-slim form factor that makes it ideal for wall mounting, where it can serve as a kind of digital artwork when it’s not being used to watch TV shows or movies. 

The idea is similar to Samsung’s dedicated artsy “The Frame” TV though of course the big advantage is that the LG G1 is an OLED display, which means deeper, true black levels and lower energy output. What’s more, this year’s model sports LG’s new “OLED Evo” panel, which is the brightest OLED display the company has ever made, said to be around 20% brighter than its traditional panels. Will that be enough to sway critics who complain OLED isn’t bright enough? That remains to be seen, but the new panel definitely lives up to the billing and will be appreciated by all OLED enthusiasts. 

If that wasn’t enough, the LG G1 also features the company’s latest Alpha 9 Gen 4 AI processor, which is able to identity on-screen objects and distinguish better between the foreground and background to display a more three-dimensional image, the company says. 

The LG G1 is available in three sizes, with the 55-inch panel reduced to just £1,799 for the next two weeks, the 65-inch model down to £2,699 and the 77-inch version available for just £4,319.

For those who prefer a more traditional form-factor with a regular TV stand, the LG C1 is the standout model with the almost the exact same capabilities as its G1 brethren, except for the brighter OLED Evo display panel, which is sacrificed for a standard one. If you're not sure if you'd prefer the brighter panel or not, our comparison video at the bottom can help you to decide which one is most suitable for you.

One possible reason to consider the LG C1, even without the brighter panel, is that it's available in a smaller 48-inch model, perhaps making it more suitable for use in rooms with less space. LG said the price tag for the 48-inch C1 has been reduced to just £1,169 for the next two weeks. The 55-inch, 65-inch and 77-inch models will cost £1,529, £2,249 and £3,329 respectively, for the duration of this promotion. 

Taking things down a notch is the LG B1, which makes even more of a trade-off as it uses last year’s Alpha 7 Gen 4 AI processor as well as the standard OLED panel. The idea with the step down features is that it makes the TV a bit more affordable while still providing a quality OLED viewing experience. It is indeed still an excellent TV and, like the above models it's an ideal choice for anyone who's interested in advanced PS5 and Xbox Series X gaming features such as 4K@120Hz Dolby Vision, Variable Refresh Rates and Auto Low Latency Mode. 

The LG B1 will be priced at £1,169, £1,799 and £3,329 for the 55-inch, 65-inch and 77-inch models, respectively. 

Last but not least, LG’s new budget OLED model the A1 gets the discount treatment too, which means consumers will finally be able to get their hands on a brand new LG OLED television for under a grand. The LG A1 is more or less the same as the B1, with the only difference being it lacks HDMI 2.1 ports and therefore doesn’t support the most advanced gaming features. 

Still, if all you need is an OLED display for watching movies and shows, the LG A1 will be a tempting choice with a 48-inch model going for just £990, and the 55-inch, 65-inch and 77-inch models on sale for £989, £1,619 and £3,059 respectively.