Curved TVs are becoming a common sight in electronics stores and custom installations around the country. LG Australia general marketing manager Lambro Skropidis talks to Zach Broadhurst about whether or not these TVs have curves in all the right places.

Zach Broadhurst: These days, it seems like curved TVs are starting to appear everywhere. What are the benefits associated with these displays?

Lambro Skropidis: Curved displays offer an immersive viewing experience and offer an exceptionally pleasing aesthetic. In particular, LG employs a gradual, subtle curvature that we believe is beautiful and creates a sculpture-like device worthy of being the centrepiece of the living room.

ZB: They seem to have split the market a bit, with plenty of supporters but also those saying they are a bit of a fad. Why do you think opinion is so split?

LS: Anytime something fundamental changes – moving from flat screens to curved screens in this case – there will be split opinion. That’s what innovation does though; it shakes things up.

ZB: Why are they better than flat screens?

LS: With flat screens, human vision is not in perfect balance with the entire breadth of the screen. However, curved displays bring the outer edges closer to that balance, creating that immersive visual experience we are talking about.

ZB: How do viewers gain the full benefits of the curve?

LS: To best appreciate the immersive benefits of the curve, viewers should sit in the centre of screen. However, LG has used impressive screen technology on all our curved models to maximise the picture quality ‘sweet spot’.

ZB: Does the distance you sit from the display affect the ‘immersive experience’ these screens are designed to achieve?

LS: The optimal viewing distance depends on the resolution of the content you are watching. For example, one of the benefits of Ultra HD 4K content is that you can sit much closer to the screen without seeing the pixel structure of the image than if you were watching standard HD. This is due to the fact that Ultra HD panels have four times the pixels of Full HD panels resulting in a much sharper picture.

ZB: How does the screen work for people who are sitting off to the side and not facing straight on?

LS: Due to the subtle curve, there is very little difference unless you are sitting at a very acute angle to the screen.

ZB: Can you mount the screen on the wall as easily as flat displays?

LS: The only difference between mounting a flat screen and a curved screen LG TV is that the bracket is modified for curved screens. Otherwise, installation is nearly identical.

ZB: How does its running cost compare with standard flat displays?

LS: Curved and flat displays have similar energy consumption, with both achieving high Energy Star Ratings.

ZB: There are also flexible displays on the market, that can transition between curved and flat, does LG have any displays like this in production?

LS: LG did have some flexible displays on exhibition at CES 2014 nearly a year ago. At the moment, these screens are not in production but that is not to say they won’t be in the future.

ZB: What do you say to people who think curved displays are just a trend that will die off?

LS: There is something truly beautiful about these curved TVs. They command attention in a way flat screens don’t, so we’re investing in that design and think others will continue to do so as well.