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LG says the proprietary Nano Cell technology used in the third-generation 2017 Super UHD TVs it is unveiling on Thursday at CES 2017 will take LCD TV viewing to a “whole new level.”

Described as ideal for large, high-resolution TVs, the technology employs uniformly-sized particles approximately one nanometer in diameter to “create more subtle, accurate colors that can be viewed from wider angles than other LCD TVs,” according to LG.

“Nano Cell technology achieves these results by absorbing surplus light wavelengths, enhancing the purity of the colors displayed on the screen,” LG said in a press release. “These light absorbing capabilities allow LG's new LCD displays to filter distinct colors with much greater precision, rendering each color exactly as it was intended by the original content creator. For example, the color green on conventional TVs can blend with other color wavelengths—such as yellow or blue—causing the color to fade and take on yellowish or cyan hues.

“LG Nano Cell technology dramatically reduces instances of color fading, image instability and other color degradation issues. Nano Cell technology also reduces reflectivity to maintain high picture quality even in environments with ambient lighting.”

Through a partnership with Technicolor, LG said its 2017 Super UHD TVs will also provide a Technicolor Expert Mode, designed to deliver “the most accurate colors possible,” and feature Ultra Luminance technology to deliver brighter, crisper image highlights.

Another new feature is Active HDR with Dolby Vision, which supports a variety of HDR technologies, including Dolby Vision, HDR10, HLG (Hybrid Log Gamma), and Advanced HDR by Technicolor. Standard HD content will also benefit from the new HDR Effect feature, which processes images frame-by-frame to “improve brightness in specific areas, enhance contrast ratios, and render more precise images.”

2017 Super UHD models will incorporate the latest version of LG’s smart TV platform, webOS 3.5, in addition to being equipped an improved Magic Remote and new Magic Link feature for accessing favorite content by pressing a single button on the remote.

Watch for Tom Norton’s show report on Thursday.