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Samsung throws shade at LG TVs, LG hits back as both bet on different tech

Samsung versus LG is one of the fiercest rivalries in the tech industry, and when it comes to TVs, the two are betting on different technologies for the future with one goal - to make your viewing experience more real.

At the IFA consumer electronics show in Berlin, Samsung took to the stage on Thursday to announced its new the 88-inch KS9800 quantum dot TV. Samsung is pursuing quantum dot technology which it promises will revolutionize TVs and is the "new kid on the block" in terms of innovation.

But LG isn't convinced. The South Korean electronics giant which competes with Samsung in everything from home appliances to smartphones, says that organic light-emitting diode (OLED) display technology is the future. Samsung however has shunned OLED.

At IFA, both companies took the chance to take digs at each others' technology. At a press conference on Thursday, Michael Zoeller, European head of visual display at Samsung, cited a test by HDTVtest that showed Samsung's TVs trumped LG's for brightness and better contrast when watching high dynamic range (HDR) content.

Images shot in HDR essentially make the contrast between light and dark colors even more prominent so the white highlights are even brighter. The purpose is to make the image on screen look more realistic.

LG hit back however.

"You can't just...