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  3. LG Display, the world’ s second-biggest flat-panel display maker, is betting big on large-scale OLED television panels, brushing

LG Display, the world’ s second-biggest flat-panel display maker, is betting big on large-scale OLED television panels, brushing

admin2014-12-26  77
问题     LG Display, the world’ s second-biggest flat-panel display maker, is betting big on large-scale OLED television panels, brushing aside industry scepticism about the chances of the technology displacing mainstream liquid crystal display.
    OLED, or organic light-emitting diode, panels use ultra-thin, lighter technology to produce higher picture quality and lower power consumption than LCD screens. They feature on Samsung Electronics’ Galaxy smartphones and tablets.
    LG aims to steal a march in the potentially lucrative market on crosstown South Korean rival and world leader Samsung Display, which is instead focusing on improving LCD panels for ultra high-definition TVs.
    The diverging strategies reflect the mixed views about the future of OLED technology, long touted by industry watchers as a potential game-changer for the $94bn global TV industry but which remains clouded by doubts about its commercial value because of high production costs and technological challenges.
    Behind LG’ s aggressive investment to expand OLED production capacity lies the belief that demand for OLED TVs will take off once they are more affordable.
    "LCD has no future. The Chinese can make even ultra high-definition TVs at lower costs," says Oh Chang-ho, senior vice-president of LG’s OLED TV development division. "We cannot win this price war. For survival, we have to make products that they cannot make."
    Sony launched the world’ s first commercial OLED TV in 2007 but the Japanese company was surpassed by Korean rivals. However, mass producing large OLED TVs is difficult and more costly. Samsung and LG rolled out 5 5-inch full-HD(high definition)curved OLED TVs last year but the hefty price tag—roughly $15,000—deterred consumers.
    LG reckons it is finally in a position to cut costs, thanks to breakthroughs to boost production efficiency and resolve colour distortions. It plans to introduce curved ultra high-definition OLED TVs as large as 77 inches this year.
    The company is convinced OLED can breathe new life into consumer demand because the technology, best suited for flexible display, allows TVs to be made in all sorts of shapes. OLED panels are easier to bend than LCDs because they work without a backlight.     LG has recently developed an 18-inch Tollable OLED panel as well as the same-size transparent OLED panel and is confident that it can develop an Ultra HD flexible and transparent OLED panel of more than 60 inches by 2017.
    But LG is in the minority with its confidence in the budding technology. Its rivals remain sidelined by concerns that OLED may go the way of plasma—once promising technology that has been expensive to develop and ultimately not widely adopted.
    Samsung Display has opted to push the technological boundaries of LCD panels with high-margin ultra high-definition TVs capable of displaying four times the resolution of existing HD TVs.
Why do people hold mixed views about the future of OLED technology?
选项 A、Because the production of OLED costs too much.
B、Because OLED is confronted with many technological challenges.
C、Because many industry watchers speak highly of OLED technology.
D、Because people appreciate the technology but doubt its commercial value.
答案D
解析 细节题。根据mixed views和the future of OLED technology可定位至文章第四段．根据第四段内容long touted by industry watchers as a potential game—changerfor the $94bn global TV industry but which remains clouded by doubts about itscommercial value…(长期以来，业内观察家对OLED技术大加赞扬，称这种技术可能会改变940亿美元规模的全球电视制造业。然而，这种预期由于人们对其商业价值的疑虑而一直不甚明朗……)可知，人们既欣赏OLED技术，又质疑其商业价值，因此产生喜忧参半的态度。D项符合原文文意，故正确。A、B、C项都只涉及了人们质疑的一面。比较片面。因此，正确答案是D。
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