 Hey guys, it's James with The Verge. I'm here at IFA in Berlin and we're looking at Philips newest 4K OLED TV. Now this is Philips first OLED TV they've ever put out. It's 55 inch, 4K, we've got high dynamic range in here. Scheduled to come out sometime in the fourth quarter of next year but we're not sure on pricing. Runs Android TV as well. As I mentioned before this is an OLED TV which means that you will get a deeper blacks and kind of a deeper contrast between the colors than you do with LCD. Now the reason you get this is because each pixel in the TV is individually illuminated. That means when you want to show the darker colors you just turn the backlighting off for the pixels completely rather than have the sort of ambient backlighting that you get with LCD. However that does mean that it's a more expensive set. So as well as OLED this TV comes with Philips Ambilight technology. This has been around for I think a decade or so and basically it's these lights you see at the side and the top of the TV here. Now the colors that come out from those correspond to the video image that is on the TV. Philips says it gives you a more immersive experience and kind of just improves your general TV watching. Is it actually worth it? I don't know but you know it gives the TV an extra something anyway. These TVs here also have Philips Ambilight technology. They're not OLED like the new one, the 55 inch but it's still pretty impressive and look what happens when I do this. For more news and video from IFA check out www.theverge.com or youtube.com forward slash the verge.