South Korean consumer electronics giant LG Electronics said that it will begin accepting pre-orders on Thursday for its $10,000 super-high-definition OLED TV models and begin deliveries next month. The 55-inch WRGB OLED TV models will initially be available at 1,400 LG retail stores in South Korea. "As the first and only company to announce availability of the next-generation TV technology, LG is prepared to ramp up quickly to take the lead in the OLED segment, the company said in a statement. A prototype of the unit received the Best of Show award at last year's Consumer Electronics Show in Las Vegas. Havis Kwon, head of LG's Home Entertainment Company, said that the OLED screens represent the same sort of transformational moment" that the arrival of color TV did 60 years ago. When high definition TV was first introduced 15 years ago, the public's reaction was 'wow!' but when customers see our razor-thin OLED TV for the first time, they're left speechless, Kwon said. That's a clear indicator as any that OLED TV is much more than just an incremental improvement to current television technology.