Top features: – 4K Active HDR optimises every scene – ThinQ AI and Google Assistant make your living room smarter – DTS Virtual:X delivers brilliant sound – webOS offers a world of digital content 4K Active HDRWhether you’re streaming Netflix’s latest must-see, BBC’s epic Blue Planet, or a Hollywood blockbuster on UHD Blu-ray, it all looks great with the LG 50UK6950PLB 50″ Smart 4K Ultra HD HDR LED TV.High Dynamic Range (HDR) improves contrast and colour so nature documentaries are naturally vibrant, and shadowy thrillers are darkly atmospheric.Active HDR takes it a step further by mastering each scene with dynamic adjustments. In other words, images are brighter with greater contrast, and colours are realistic. It even optimises non-HDR content to HDR-like quality.ThinQ AI and Google AssistantSpeaking of the Magic Remote, this clever LG remote lets you do more with your TV. Using the Magic Remote, and together with Google Assistant or Alexa, ThinQ AI opens up possibilities by making it easy to talk to your TV. Even from your upstairs bedroom, you simply have to say the words to change channels or find a particular program on the television downstairs.Google Assistant is built in, which lets you control other devices around your home using just your voice and your TV. Dim your lights with a couple of words or check on the weather before you head out on a morning.DTS Virtual:XFor audio that’s good enough to match 4K HDR, the UK6950 has DTS Virtual:X technology. It places sound where it would occur naturally, so you get lifelike, multi-dimensional audio. Hear the birds chirping in the trees, the rustle coming through the bushes, and the roar of the tiger, almost like you were there.webOSLG’s webOS platform is packed with entertainment, movies, sports, and more – it’s enough to keep the pickiest TV viewer happy. From Marvel’s latest series on Netflix, to the latest viral sensation on YouTube, it’s easy to navigate and find what you want with the Magic Remote.And if you’ve missed anything on regular telly, you can skip back up to seven days with Freeview Play. Bring up yesterday’s Eastenders or catch-up on that must-see Sunday-night ITV drama, straight from the TV guide.Effortless installationFor setup without the squabbles, our Team Knowhow experts can connect your new TV to your Blu-ray player, sound bar, and other devices. They’ll even get you online so you can put your feet up and start watching straight away. Pass the popcorn.Essential extrasWant your TV wall mounted? No problem. We’ve got brackets that tilt, swivel, or fix your TV in place for the best viewing spot in the house. Alternatively, browse our range of TV stands – we’ve got enough designs to keep even the pickiest interior designer happy.Avoid the disappointment of getting your shiny new telly home and realising you don’t have the cable you need to connect your games console or Blu-ray player. Sandstrom Gold Series HDMI cables support all resolutions and come with a reassuring lifetime guarantee.