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New $20,000 77-inch LG OLED TV hangs like a picture on the wall

Mike Snider
USA TODAY
LG Electronics' 77-inch  Signature OLED TV W.

The latest OLED TV from LG Electronics takes TV envy to an entirely new dimension.

Priced just under $20,000 -- at $19,999 -- the 77-inch Signature display is a "wallpaper" TV that hyperrealistically hugs the wall, hence its described "picture-on-wall" design. At less than one-fifth of an inch thick, the semi-flexible screen attaches to the wall with a hook, like a painting. Magnetic strips on each of the four corners hold it flush against the wall.

Originally planned to be available in stores this fall, the new TV hits electronics retailer Video & Audio Center's four L.A. area stores Wednesday. Other retailers will begin offering the TV over the next 30 days. The Signature OLED "beautifully combines cutting-edge technology with an unmatched design that is sure to be the focal point of any living room," said Rick Calacci, senior vice president, home entertainment sales, LG Electronics USA, in a statement.

LG Electronics' 77-inch  Signature OLED TV W.

If the going price for the 77-inch OLED TV is out of your range, the similarly-designed 65-inch model runs $7,999. When he tested that model in March, Reviewed.com senior staff writer Lee Neikirk deemed the TV "the best OLED we've ever tested. Simply put: this is as close to perfect as TVs get."

Both models are 4K displays and support high dynamic range (HDR) content, which delivers a wider range of richer colors and improved contrast. Non-4K content is up-converted to look better and a six-channel sound bar provides Dolby Atmos surround sound.

Beyond the Signature OLED having "one of the best-looking screens in the world," Neikirk noted, the wow factor comes from "its stunning on-the-wall design," he wrote. "It's really hard to overstate just how awesome this thing looks once it's mounted. ... It's so close to the wall it almost looks embedded."

Several customers have already called in to have a set reserved, says Video & Audio Center chief technologist Tom Campbell. "People are not only looking for a good picture, but also are interested in the ergonomics, too. They want edge to edge picture," he said. "The only reason a person would not buy it is it may not fit their budget."

But other LG OLEDs start at less than $3,000. "So they can still enjoy the OLED quality at a price they can afford," Campbell said. "We see this boosting sales across the whole category."

Two LG Signature OLED W7 series TVs on display at Video & Audio Center, the 77-inch class (76.7-inches diagonal) model at left, and the 65-inch (64.5-inches diagonal) model at right.

Read more:

Francis Ford Coppola's dark imagery makes him a OLED fan

Sony set to market an all-in-one OLED 4K TV

Americans love their TV, and they *really* love 4K

HDR is the TV buzzword for 2017-here's what you need to know

Follow USA TODAY reporter Mike Snider on Twitter: @MikeSnider.