AUSTRALIAN television buyers will need to tackle even more tech jargon this year as LG Australia revealed it would replace the industry’s new TV standard with Dolby’s branding for its TV screens.

The big TV maker joins Sony in dismissing the new Ultra HD Premium standard released early this year, designed to reduce confusion and increase consumer confidence.

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The South Korean giant also revealed 31 new TV screens at a Sydney event this week, including televisions up to 85 inches in size, three new OLED UHD TVs, and a Picture on Glass model that is just 2.7mm thin and that will be advertised by Taken actor Liam Neeson.

But even though 23 of the company’s television will deliver a new technology called HDR, or High Dynamic Range, that is expected to be the big trend this year, LG will not use the industry’s Ultra HD Premium logo to help consumers identify its top screens.

LG Australia home entertainment marketing manager Grant Vandenberg said some of its nine Dolby Vision televisions met the Ultra HD Premium standard set by the industry’s UHD Alliance, but LG would brand them with the Dolby logo instead.

Mr Vandenberg said the Ultra HD Premium guidelines were too focused on the brightness of TV screens, measured in nits, which he said was not an adequate measure of screen quality.

“Brighter is not necessarily better,” he said. “We believe the ultimate picture quality is about contrast, not brightness.”

The Ultra HD Premium standard, released in January, includes minimum image resolution, colour bit depth, colour gamut, high-dynamic range, and brightness standards.

Rather than use this standard, LG will instead brand its top HDR TVs with the competing Dolby Vision logo that referred to a specific treatment of HDR content, Mr Vandenberg said, that analysed the metadata of each frame and each scene within a film to provide the best contrast and exposure.

Sony also revealed it would not use the industry-standard branding on its new televisions this year, despite being an active member of the UHD Alliance. It will instead brand its TVs as 4K HDR televisions.

The competing branding is likely to prove confusing for TV buyers, introducing something akin to a new format war in the TV market.

Consumers will this year face a choice of Ultra HD Premium, Dolby Vision, or 4K HDR televisions, in addition to OLED or LED-backlit LCD televisions, and Ultra High-Definition or full high-definition screens.

New TV buyers will also have to find a source of HDR content to make the most of the televisions, with only streaming TV service Netflix offering it so far.

Australian TV buyers are already choosing big screens with Ultra High-Definition resolution, however, with LG reporting UHD screens made up 42 per cent of television value last year, up from 25 per cent in 2014.

LG’s 31 new televisions, ranging in price from $16,000 to $649, will be released in Australian stores between now and June.