They're not any brighter than last year, however. So judging from the specs so far, they haven't done much to improve the picture from last year to this one.

One thing: When I visited LG's engineers in Korea, they told me that the new sets suffer less from the dark field uniformity artifacts seen on the 2015 models. We'll see.

Now he's talking about why OLED is important -- he talks about dark colors. "OLED is able to express the deepest black," he says. Now he's got an expert from Harmonic, a partner for NASA's LG Channel (so, a marketing partner) saying it's great. Always good to see when marketing partners are willing to make the bold statement that they like a product.

And the point: The new LG Signature TV is "UHDA certified."

Now, he's going into the debate about OLED and HDR. Going through a lot of trouble not to say the word "Samsung."

Here's the OLED HDR pitch I mentioned. It's mostly accurate in my experience.

Note that few (if any) capture devices can record that many stops of brightness.

He's talking about how excited Dolby is to be a part of this launch. Talking about how Dolby Vision is involved. It includes HDR technology. He calls them "OLED Super HD U-HD TVs" -- that's just rolls right off the tongue, doesn't it?

Dolby's Baker is talking about how stuff like bonfires, London buses and space will feel more real. "More vivid and lifelike," he says. Now he's reminding us Dolby Vision was used in "Inside Out," "The Lego Movie" and "Star Wars VII."

And in case you're wondering, no word on whether Samsung's 2016 HDR sets will support Dolby Vision.

Oh, back to LG. Baker says he's excited to include Dolby Vision in LG's "OLED Super HD U-HD TVs."

Yes, Ian, I think LG sees Dolby Vision as a big differentiator between its 2016 TVs and Samsung's. I'm wondering what Samsung's response will be. It seems a big disadvantage if their TVs won't get the highest-quality version of Star Wars.

He name-checks WebOS and now back to the size and specs.