Samsung expected to launch 77-inch OLED TV based on LG panel

Mike Wheatley

Samsung Electronics is likely to launch yet another new OLED Television based on a panel supplied by LG Display, with a 77-inch model tipped to be the next in the pipeline.


The news comes from Business Kore , which reported that the 77-inch TV, which will be known as the Samsung S89C, has already been registered and certified with the relevant authorities in South Korea.

Samsung signed a deal with LG Display in May, and although the details of its contract were not made public, it was reported that it would be purchasing various different panel sizes from its rival.

Earlier this month, Samsung announced the U.S. availability of a new, 83-inch S90C OLED model. That came just weeks after the model received radio certification, a key legal requirement that must be completed before its TVs can be manufactured and sold globally.

According to Business Korea, Samsung is planning to manufacture the 77-inch Samsung S89C, which may be called the S85C in some regions, in the Americas, Europe, Asia and elsewhere. That suggests it may be rolled out worldwide to compete with existing 77-inch OLED TVs from the likes of LG Electronics, Sony, Panasonic and other brands.

The Samsung S89C will of course be fitted with a White OLED panel from LG Display, as the 83-inch model was. The renaming of the model may help to clear up some confusion for consumers, as Samsung has already announced a 77-inch S90C model based on its QD-OLED display, which is a different technology manufactured by Samsung Display. The two different OLED panels have some notable differences – and these are big enough that smarter TV buyers will want to know exactly what they are getting for their money.

Buying a Samsung S90C already looks to be confusing enough, as the 55-inch, 65-inch and 77-inch size options of this model are equipped with QD-OLED panels, while the biggest 83-inch option has WOLED instead. By creating a new S89C class, Samsung is helping to clarify exactly what buyers are getting.

Samsung turned to LG Display for its OLED TV lineup because, although its QD-OLED panels have been widely praised, the company is struggling to ramp up production. As a result, it doesn’t have enough panels to meet its needs. QD-OLED’s size options are also limited compared to WOLED.

Samsung officially announced its 83-inch S90C model just a few weeks after it received certification, so we can expect the launch of the 77-inch model to be imminent.

It’s likely that Samsung will also lean more heavily on LG Display for its LCD panels too. The company currently relies on China’s BOE, but is embroiled in a legal dispute with that company and wants to drop it as a supplier.

Business Korea said Samsung’s plan is to buy more LCD panels from LG Display and Sharp’s affiliate SDP, which is based in Japan. So LG Display, which currently supplies around 7% of Samsung’s LCD panels, could grow its share to more than 17%, the report said.

Meanwhile, as Samsung expands its OLED lineup, consumers can expect good things to come. Analysts say it will likely result in cheaper OLED televisions across the board, given Samsung’s status as the world’s leading TV seller. Because Samsung is buying WOLED panels in greater bulk than LG Display’s other customers, it can get them for a cheaper price and pass this onto consumers. In turn, rival brands may also lower their prices.

Samsung is reportedly set to dramatically increase its OLED panel purchases from LG Display in the coming years.