Samsung on Thursday announced plans to launch its new flat-panel OLED TVs during the second half of this year, according to The Washington Post. OLED technology is still new and therefor very expensive. The company’s high-end 55-inch OLED TV will be priced double Samsung’s current offerings, costing more than $9,000 when it launches in South Korea. The technology provides users with improved picture quality and deeper color saturation with high contrast. OLED technology also allows vendors to develop thinner and lighter TVs, and Samsung believes it will take two to three year before it becomes an industry standard. The South Korean electronics giant previously announced that it would showcase its 55-inch OLED HDTV at Berlin’s IFA trade show in late August after first showing it off at CES in January.