Striving to boost the sales of their premium TVs, the world’s top two television makers are competing to slash prices, according to industry and company sources.

LG said Sunday it would roll out 55- and 65-inch Ultra-HD TVs priced at 5.9 million won ($5,300) and 8.9 million won, down by 1.5 million won and 2 million won, respectively, compared to its premium lineups.

Some features, including a sliding speaker that recedes when the TV is turned off and built-in cameras found in the proceeding premium UHD TVs released in May, were excluded from the latest models.

LG has now completed a UHD TV lineup consisting of the large 84-inch, to the premium 55- and 65-inch, to the latest basic 55- and 65-inch TVs.

The basic UHD TVs provide a rich, lively and sharp viewing experience with a 3,840 by 2,160 resolution display.

The latest models also allow users to watch 4K (referring to the horizontal resolution) content provided by YouTube without affecting the quality of the video clips.

The IPS (In-Plane Switching) panel used in the TVs has gotten rid of screen-edge visual distortion and loss of detail and the 2.1 front-facing speakers will provide lively sound.

Following the release of the new TV models by its rival, Samsung Electronics also announced that it would drop the price of its premium curved-screen OLED TV from 15 million won to 9.9 million won.

The decision was made with the help of improvements in yields for producing display panels, according to Samsung.

The firm said in a press statement as the leading TV maker it would keep trying to give a fresh impetus in the OLED TV market and provide new values and benefits for consumers.

“Samsung would fully make up the price gap for those who already bought the premium TV before the price adjustment,” a Samsung official said. So far, less than 100 curved OLED TVs are said to have been sold domestically.

The premium TVs ― both OLED and UHD ― appeared to be picking up at a lackluster pace mainly due to the price. The government also seems to be backing down from its earlier promise to support UHD TVs, to the dismay of manufacturers.

By Kim Young-won (wone0102@heraldcorp.com)