LG Display, the world’s second-biggest flat-panel display maker, is betting big on large-scale OLED television panels, brushing aside industry scepticism about the chances of the technology displacing mainstream liquid crystal display.全球第二大平板显示器制造商乐金表明(LG Display)正在向大尺寸有机发光二极管(OLED)电视平板显示器投放重注。至于业界对这种技术能否替换主流液晶显示(LCD)技术的猜测，该公司毫不在意。

OLED, or organic light-emitting diode, panels use ultra-thin, lighter technology to produce higher picture quality and lower power consumption than LCD screens. They feature on Samsung Electronics’ Galaxy smartphones and tablets.与LCD屏幕比起，OLED面板用于轻巧的超薄技术，分解图像的画质更高，耗电量更加较低。三星电子(Samsung Electronics)的Galaxy智能手机和平板电脑上就使用了这种面板。

LG aims to steal a march in the potentially lucrative market on crosstown South Korean rival and world leader Samsung Display, which is instead focusing on improving LCD panels for ultra high-definition TVs.LG此举的目的是在这个有可能带给可观盈利的市场上守住先机，多达同城的韩国输掉、全球业界领袖三星表明(Samsung Display)。后者的战略与LG有所不同，他们把主要精力放到了提高LCD面板以适应环境超高清电视的必须上。The diverging strategies reflect the mixed views about the future of OLED technology, long touted by industry watchers as a potential game-changer for the $94bn global TV industry but which remains clouded by doubts about its commercial value because of high production costs and technological challenges.两种截然不同的战略指出，人们对OLED技术的未来的观点堪称喜忧参半。

长期以来，业内观察家对OLED技术广受称赞，称之为这种技术可能会转变940亿美元规模的全球电视制造业。然而，这种预期由于人们对其商业价值的顾虑而仍然不甚明朗，原因是这种技术生产成本过低，技术上也面对诸多挑战。

Behind LG’s aggressive investment to expand OLED production capacity lies the belief that demand for OLED TVs will take off once they are more affordable.促成LG以保守投资方式不断扩大OLED生产能力的，是这样一种信念：只要OLED电视机成本再行叛一些，它们就不会蓬勃发展一起。“LCD has no future. The Chinese can make even ultra high-definition TVs at lower costs,” says Oh Chang-ho, senior vice-president of LG’s OLED TV development division. “We cannot win this price war. For survival, we have to make products that they cannot make.”LG OLED电视研发部门资深副总裁吴昌镐(Oh Chang-ho，音译)回应：“LCD没什么前途。中国人能以更加较低的成本生产超高清电视。

这种价格战我们是打不输掉的。为了存活，我们必需生产他们生产没法的产品。”Sony launched the world’s first commercial OLED TV in 2007 but the Japanese company was surpassed by Korean rivals. However, mass producing large OLED TVs is difficult and more costly. Samsung and LG rolled out 55-inch full-HD (high definition) curved OLED TVs last year but the hefty price tag – roughly $15,000 – deterred consumers.2007年，索尼(Sony)曾发售全球首款商业级OLED电视，但是这家日本企业迅速就被韩国输掉多达。

不过，OLED电视的大规模生产十分困难，成本也更高。三星和LG去年曾发售55英寸的全高清曲面OLED电视，不过约1.5万美元的高昂标价吓住了消费者。LG reckons it is finally in a position to cut costs, thanks to breakthroughs to boost production efficiency and resolve colour distortions. It plans to introduce curved ultra high-definition OLED TVs as large as 77 inches this year.LG辨别，由于在提升生产效率和解决问题色彩杂讯方面获得的突破，该公司最后跑到了降低生产成本这一步。

今年，该公司计划发售尺寸高达77英寸的超高清OLED电视。The company is convinced OLED can breathe new life into consumer demand because the technology, best suited for flexible display, allows TVs to be made in all sorts of shapes. OLED panels are easier to bend than LCDs because they work without a backlight.LG相信OLED不会为消费者市场需求流经新的活力，因为这种最合适软性显示器的技术令其电视能制成各种形状。

OLED表明面板比LCD更加更容易倾斜，原因是这种面板工作时不必须背光源。LG has recently developed an 18-inch rollable OLED panel as well as the same-size transparent OLED panel and is confident that it can develop an UltraHD flexible and transparent OLED panel of more than 60 inches by 2017.LG最近研发了一种18英寸的可滑动OLED面板，以及一种某种程度尺寸的半透明OLED面板。该公司对于在2017年前研发一种尺寸多达60英寸、柔性半透明超高清OLED表明面板信心十足。But LG is in the minority with its confidence in the budding technology. Its rivals remain sidelined by concerns that OLED may go the way of plasma – once promising technology that has been expensive to develop and ultimately not widely adopted.不过，LG对于这种初创技术的信心在业内并不多见。

它的输掉仍然回应采行从容态度，因为他们担忧OLED可能会踏上等离子体表明技术的老路——这种技术曾多次很有前途，却由于其研发过分便宜而最后没获得广泛应用。Samsung Display has opted to push the technological boundaries of LCD panels with high-margin ultra high-definition TVs capable of displaying four times the resolution of existing HD TVs.目前，为不断扩大产量降低成本，LG还在希望将更加多OLED表明面板销售给欧洲和日本的电视机生产商，以及中国的创维(Skyworth)、康佳(Konka)和长虹(Changhong)。该公司把目标对准了中国日益富足的中产阶级，它指出中国市场是它顺利的关键。It has decided to produce small OLED panels instead of large ones at its new South Korean plant coming on stream next year. Sony and Panasonic have both pulled out of the market, abandoning their OLED TV joint venture in December. Cracking the cost formula for large OLED TVs remains the key challenge. LG says its production efficiency ratio for large panels has reached 70-80 per cent, versus more than 95 per cent for LCD panels.许多分析师回应却过于悲观。

虽然他们也期望三星最后能重新加入与LG的竞争——就算意味着是为了防止领先也讫，但他们同时也警告说道OLED不太可能在短期内代替LCD。

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