By Claire Reilly in Germany

Slimmer than an iPhone and bigger than any other OLED TV in the world, LG today unveiled a thin new addition to its flat panel lineup at the IFA trade show in Berlin, the 55-inch 55EM9700 OLED TV that the brand promises goes “above all expectations and beyond your imagination”.

Measuring just 4 millimetres thin with a similarly slim bezel, the panel is less than half the thickness of the Apple iPhone and almost disappears when viewed from the side. In fact, the press kit that was handed out to media at the event was about four times as thick as the product itself.

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Following the lead of rival manufacturer Sharp (which introduced a yellow pixel to its screen to create the Quattron display), LG has also added a white sub-pixel to “enhance both colour range and accuracy”, saying that the addition “considerably improves the OLED pixels’ ability to express the colours of reality”.

Adding to the world firsts on show for LG, the brand also launched a new mega-screen model which it bills as the world’s first 84-inch Ultra Definition 3D TV.

With 8 million pixels, the panel is the equivalent of four 42-inch models, and features a 2.2-channel speaker system, making it “the most immersive home entertainment experience currently available”.

LG's new OLED TV range.

LG compares the width of its new OLED TV to the iPhone 4S.