LG 43UR78 43" upscaled display with blockbuster quality in 4K, AI processor & Filmmaker Mode™

Experience entertainment on a new level with the LG Smart TV UR78. This 4K LCD TV, equipped with Direct LED backlight, delivers stunning images that are unmatched in clarity and color accuracy. The α5 Gen6 4K AI processor is at the core of the UR78, enabled by AI Sound and AI Brightness Control. These intelligent technologies automatically adapt to your viewing and listening environment to create a personalized experience that feels lifelike. Filmmaker Mode™ lets you enjoy movies the way the director intended. This feature ensures the filmmaker's original vision is captured in every frame, creating an immersive cinematic experience in your living room. The UR78 offers excellent support for HDR with HDR10 Pro and HLG.

Experience vivid and realistic images with an expanded color spectrum and contrast that enhances the depth and intensity of every scene.

The UR78 offers the following advantages:

• 4K LCD TV with Direct LED backlight
• α5 Gen6 4K AI processor with AI sound and AI brightness control
• Image as the director wanted with Filmmaker Mode™
• Good HDR support with HDR10 Pro and HLG
• Smart TV (webOS23) with Alexa and AirPlay 2/HomeKit
• HDMI (eARC, ALLMS), HGiG support and ALLM

α5 AI processor 4K Gen6

This innovative processor is at the heart of the LG UHD TV and works tirelessly to give you an immersive viewing experience. The α5 AI Processor 4K Gen6 improves every aspect of image quality. It analyzes the image in real time, optimizing colors, contrast and clarity to produce an image so realistic that you feel right in the middle of the action. 

But the LG Smart TV UR78 offers more than just exceptional picture quality. The α5 AI Processor 4K Gen6 uses advanced artificial intelligence to personalize your viewing experience. Whether you're watching a blockbuster movie, streaming your favorite series, or watching a live sporting event, this processor dynamically adjusts the picture and sound quality to give you the best experience.

Redefine the scope of 4K

The LG Smart TV UR78 is equipped with advanced upscaling technology that transforms your standard content into impressive 4K quality. Everything from old movies to standard TV shows are presented with increased sharpness and detail, allowing you to experience them in a quality that was previously hidden from you.

The UR78's large UHD screens offer not only increased resolution, but also vivid colors and deep blacks to produce an image so lifelike it seems close to touching. The clarity and precision this TV delivers are second to none, and every scene is rendered with a level of detail that immerses you right in the action.

AI brightness control

AI Brightness Control in the UR78 uses advanced algorithms to continuously adjust the brightness of the screen based on the ambient lighting. Whether you're watching a movie in daylight or enjoying a late-night show with the lights dimmed, this feature ensures the brightness is always just right. The result is a more comfortable viewing experience that is gentle on your eyes while optimizing image quality.

This intelligent feature distinguishes the LG Smart TV UR78 from other televisions. It means you no longer have to manually adjust brightness and other image settings as the lighting conditions in your room change. The UR78 makes all of these adjustments for you, so you can sit back and enjoy your viewing experience in any environment.

WOW interface

The UR78 gives you the ability to control your soundbar directly from your LG TV's settings menu. This seamless integration means you no longer have to switch between different remote controls or apps to get the perfect listening experience. Everything you need is available directly in your UR78's menu.

Controlling your soundbar via the UR78 is not only convenient, but also incredibly precise. You have full control over volume, balance, equalizer settings and more, all from a clean and easy-to-use interface. You can set your soundbar to perfectly match what you're watching, be it an action-packed movie, a live concert or a news broadcast.

webOS 23 new home

webOS 23 new Home is the heart of the UR78 and is designed to put you at the center. It allows you to not only access your favorite content but also set up your viewing preference. Whether streaming services, live TV, games or apps – everything is clearly organized and just a click away.

The webOS 23 new Home interface is elegant and user-friendly, making navigating your content a breeze. You can pin your most frequently used apps and services so they're always within easy reach. Personalized recommendations ensure you always find something exciting to watch based on your preferences and viewing habits.

Quick card

The UR78 lets you fully customize your home screen interface by creating cards for your most frequently used apps and services. Want Netflix, YouTube, Hulu, or a local news app at your fingertips? Simply create a card for each service and arrange them however you like. Navigation is easier than ever before.

But the customization options don't end there. You can also swap and rearrange cards as desired, so you're always in control of what's important to you. With just a few clicks, you can quickly jump to your content without wasting time searching.

Smart Assistant & Connectivity

Apple AirPlay lets you stream content from your Apple devices directly to the UR78's large screen. Whether it's photos, videos or your favorite music, transferring is easy and intuitive. Thanks to HomeKit support, controlling your smart home becomes child's play. The LG UR78 allows you to monitor and control connected devices such as lighting, thermostats and security systems. Everything is easily accessible via the TV menu or your voice.

The integration of Matter, the new standard for connected devices, takes compatibility and functionality to a whole new level. Matter enables greater interoperability between devices from different brands, creating a more reliable, secure connection.

Voice control makes the experience even more comfortable. Get information, control your devices or start your favorite show - all with simple voice commands.

Entertainment

Designed with the modern media consumer in mind, this advanced UHD TV offers direct access to popular platforms such as Netflix, Amazon Prime Video, Hulu, Disney+ and many more. All you have to do is log in to your account and you're ready to explore thousands of movies, shows and exclusive content.

The UR78's user-friendly interface makes navigating these platforms a breeze. Find exactly what you're looking for or get inspired with personalized recommendations. Clear and responsive navigation ensures you spend less time searching and more time enjoying.

Game Optimizer & Dashboard

The UR78's Game Dashboard is your central hub for all game-related settings. Here you'll find everything you need to make your gameplay exactly how you want it. Whether it's refresh rates, color profiles or sound settings - everything is in one place and easily accessible.

One of the Game Dashboard's groundbreaking features is the ability to quickly change the settings of the current game genre. Do you play a fast-paced racing game and then switch to an atmospheric RPG? With just a few clicks, you can adjust your TV's settings according to genre to ensure the best possible experience.

The game dashboard is not only functional, but also intuitive to use. Even if you're new to the world of gaming settings, you'll quickly figure out how to optimize your experience. The clear interface and easy-to-understand options make customization a breeze.