. Step into the colour brilliance of 4K HDR with LG's stunning flagship model UK7550. 4K UHD resolution combines with Active HDR for visuals that will blow you away. LG's top-line TV tech ensures a staggeringly realistic picture of glorious detail depth & clarity & the IPS 4K Nano Cell display ensures it looks just as good from any angle. Use LG’s award-winning web OS Smart platform to stream shows from such apps as Netflix* interact by voice with its intelligent Thinq AI & navigate with the intuitive Magic Remote. stunning DTS Virtual X audio makes your viewing more immersive than ever & the set's elegant modern design lights up your living room. Whatever you are watching it will look simply extraordinary on this masterpiece of modern entertainment. stunning HDR Visuals LGare one of the forerunners of contrast & colour-boosting High Dynamic Range (HDR). As members of the UHD Alliance they've delivered top-shelf HDR to deepen your view & show shades previously unseen in home entertainment. Expanding light dark & every colour in between to extraordinary new levels this model's picture gets closer to real life. With active HDR this set supports multiple HDR formats so you'll get the full glorious HDR treatment with pin-point accuracy. 4K Ultra High Definition To respond to screens getting bigger brands have packed their screens with more pixels. This 49” screen has four times the number of pixels than 1080p Full HD TVs delivering stunning realism natural motion & incredible detail. & 4K upscaling increases the clarity of non-4K content. Features. Nano Cell Display. LG's IPS 4K Nano Cell technology means each individual pixel is only one nanometre apart for impeccable colour precision & volume viewed from any angle. Ultra Luminance. thanks to local dimming technology light output is independently adjustable in different areas of the screen for brilliant bright scenes contrasting with rich dark shadows. True Colour Accuracy. colours are beautifully rich & realistic accurately reflecting the shades of the natural world. DTS Virtual X. places sound where it would naturally occur in space for a lifelike immersive multi-dimensional audio experience. Tru Motion 100. enhances the panel's native refresh rate for enhanced clarity of fast-moving action taking you further into high-octane action movies or the sporting spectacle. Thinq AI. bringing the intelligence & convenience of voice interaction to the living room this Thinq AI TV can listen think & respond to your questions. Seamless web OS Smart Platform Revolutionising the way you watch & experience entertainment on your LGTV is the award-winning Smart TV web OS platform. Delivering a simple connection simple switching & simple discovery there is more entertainment available than ever before. You can stream Sky Movies or Sports through NOW TV 4K UHD content through Netflix or Amazon the latest movies & TV from Google Play & Talk Talk TV stores & even music from Spotify or You Tube.* Google Assistant Built-In This Thinq AI TV has Google Assistant Built-In so you can get answers to questions while you're watching TV. You can also control compatible smart devices & check your Google photos or Google Calendar on the TV screen (Google sign-in required). It also works with Amazon Alexa devices (sold separately). Freeview Play This LGTV features Freeview Play. Combining catch-up TV on-demand services & live television watching what you want when you want is now easier than ever. It’s free from subscription & is compatible with existing broadband services too. Services such as BBC i Player ITV Hub All 4 & Demand 5 are also available without having to open specific applications. This gives effortless scroll back so you never miss a second of your favourite shows.