South Korean consumer electronics major LG Electronics Inc started taking pre-orders on Wednesday for the world’s first big TVs that use an advanced display technology promising startlingly clear images on wafer-thin screens. The 55-inch TVs, which use a technology called “OLED” and sports a price tag of 11 million won ($10,335), will be delivered to buyers in its home market next month. The new TVs will be available in North America, Europe and the rest of Asia before the end of March.

TVs using OLEDs, or organic light-emitting diodes, feature images with enhanced clarity, deeper colour saturation and sharper contrast than liquid crystal display TVs. The advanced, energy-efficient display technology makes it possible to manufacture thinner televisions: LG’s model is just 4 millimeters thick.

Earlier, Sony Corp showed off the world’s first OLED TV, which had an 11-inch screen. But the Japanese company failed to follow up with a bigger display.