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this isn't really new; 2005 samsung showed 32" ocb-lcd screen that was really popular that it was hard to even see the screen. 500lit & 85w was the claim.
ocb-lcd screens would use less power for same brightness & faster response time + better color space (due to led back lighting) & easier to make higher resolution.
in addition, it does not have color filters, it can be made cheaper as long as required led back lights & faster electronics' prices are getting lower.
however, current challenge is the ocb-wv filter & the flickering.
samsung is considered as the leader in ocb-lcd technology