LG will partner with Chinese and Japanese firms in a bid to make organic light-emitting diode (OLED) display televisions more acceptable to the great unwashed.
LG has not said who it is teaming up with or what its OLED partnership would mean for those signing up to it.
So far, its affiliate LG Display is the only panel maker that can mass-produce OLED TV panels, and Samsung and LG are the biggest proponents of the technology for the TV market.
The LG companies say OLED offers better picture quality and consumes less power than mainstream liquid crystal displays (LCD).
However, they are still more expensive than LCD televisions. Quantum dot technology, which has many of the advantages of OLED but costs less, could also undercut OLED TV sales.
Some Chinese TV makers like Skyworth Digital Holdings and Konka are using OLED, but analysts say the technology needs to be more widely used by manufacturers to take off.
Samsung has said it has no plans to make OLED TVs in the immediate future because the technology is not yet ready for mass consumption.
Sony said it would be open to using OLED displays for its televisions but nothing appears to have happened yet.
