SEOUL: The world’s number two TV makers, South Korea’s LG Electronics Inc, is betting that chopping prices almost in half before the US year-end holiday season will create enough buzz to push its next-generation TV techno-logy mainstream. The manufacturer and affiliate LG Display Co Ltd have invested billions of dollars in OLED displays to rebuild profit decimated by Chinese competition in the LCD TV market. OLED screens deliver better picture quality, consume less electricity and promise wider profit margins than LCDs. But many rivals including leader Samsung Electronics have said production was still too costly for the mass market. In an indication of rapid OLED development, LG said production improvements allowed it to cut prices of six models in the world’s biggest TV market by 45 per cent from last month, without crimping margins.