David VanderWaal, vice president of marketing for LG Electronics USA, unveils the LG Signature OLED TV W during an LG news conference before CES International, Wednesday, Jan. 4, 2017, in Las Vegas. (AP Photo/John Locher)
Las Vegas: LG Electronics showed off a "wallpaper" thin television as TV makers vied for the spotlight ahead of the Consumer Electronics Show officially opening here on Thursday.
As in years past, the South Korean consumer electronics giant staked out the opening slot in a day rich with back-to-back press briefings by industry titans.
LG and rivals touched on hot themes at this year's show -- including robots, appliances equipped with artificial intelligence, and self-driving car technology.
A surprise star of the presentation was a strikingly thin LG Signature OLED flat-screen television simply branded "W."
The super high-definition TV measured just 2.57 mm thick in a 65-inch screen model. LG boasted that a larger screen model garnered a CES Best of Innovation Award.
"Why the 'W'?" LG Electronics USA marketing vice president David VanderWaal asked rhetorically during the presentation.
"Wallpaper. Window. Wow," he said.
The screens are designed to affix to walls with magnetic brackets, protruding less than 4 mm.