LG Display CEO Jeong Cheol-dong pledged a turnaround in 2025, introducing the company's new business strategy dubbed "JUMP" on Thursday.

In an unveiling event, the flatscreen maker also debuted a 4th generation organic light-emitting diodes panel which is the industry's first to achieve a maximum brightness as high as 4,000 nits.

“Our goal for this year is to make it a year of bold leaps forward and meaningful advancements with our unique product and technological value," Jeong said in a press briefing before the unveiling event in LG Science Park in Magok, Seoul.

"We will do our best to achieve a turnaround this year, by continuing to create distinguishing value in technology and pursue cost-effective production."

Jeong explained the new strategy "JUMP," of which each letter in the name represents four keywords: just in time, unique value, market leadership and partnership.

Under the new direction, the company will push for growth and use its advanced OLED panels to get ahead in the market. LG will also focus on strengthening ties with customers, the CEO explained.

“We will align our business to the customers, make what they want and also offer what they need before they even realize they need it,” Jeong said.

“Currently, the competition in the display market is fierce amid oversupply and sluggish demand. You cannot survive if customers don't choose you."

After serving as the CEO of LG Innotek for five years, Jeong moved to LG Display last March. Under Jeong's leadership, the display maker posted its first quarterly turnaround in a year in the October-December 2024 period. It also narrowed yearly losses, posting an operating loss of 560.6 billion won ($384 million) in 2024.

During the Thursday’s event, LG also unveiled the 4th-generation OLED panel that has been optimized for AI applications with brighter visuals and enhanced energy-efficiency.

The new panel is the industry’s first OLED display to achieve a maximum brightness as high as 4,000 nits, made 33 percent brighter than the previous generation. One nit is the brightness produced by a candle.

For the enhanced visuals, the display maker said it has incorporated a proprietary technology Primary RGB Tandem, which uses independent stacks of RGB elements to produce light.

The Primary RGB Tandem structure in the 4th-generation OLED panel organizes the light source into four stacks by adding two layers of blue elements and independent layers of red and green elements, LG explained. Previously, the company used a three-stack light source. The new technology improves maximum brightness by increasing the amount of light produced by each layer compared to the previous structure, LG added.

To realize perfect black and rich colors, especially when external light is affecting the screen, LG said it has developed a special film featuring ultra-low reflection technology to block 99 percent of internal and external light reflections.

As AI TVs are expected with significantly higher power consumption, LG's fourth-generation panel is designed to achieve around 20 percent greater energy efficiency than the previous generation models.

The display maker said it will integrate the 4th generation OLED TV panels into its top-tier lineups this year and gradually apply the Primary RGB Tendem technology to gaming OLED panels as well.

“The fourth-generation OLED panel is the essence of innovation that exceeds the limits of existing displays by applying LG Display’s unique technologies such as Primary RGB Tandem and ultra-low reflection technology,” said Lee Hyeon-woo, senior vice president and head of the Large Display Business Unit at LG Display.

“We will provide an unprecedented customer experience along with superior picture quality and user-friendly technology while strengthening our OLED technology leadership.”

By Jo He-rim (herim@heraldcorp.com)