LG OLED77C45LA 77" OLED evo 4K Smart TV

The C4 series from LG — and its near-identical successor, the C45 — uses a self-lit OLED panel where each pixel produces its own light and switches off completely in dark scenes, delivering absolute black levels that no LCD television at any price can match. On a 77-inch screen, that difference is visceral: a candlelit scene in a dark room looks like cinema, not television, because the contrast ratio is effectively infinite. That capability matters most if you watch a lot of HDR films or play on a PlayStation 5 or Xbox Series X, where the panel's 120Hz refresh rate and near-instant response time remove any trace of motion blur.

Who Is This For?

This is for someone with a genuinely dark living room or a dedicated viewing space who wants the closest thing to a reference-grade display without paying flagship money. Film enthusiasts, HDR gaming enthusiasts, and anyone upgrading from a five-year-old LCD will notice an immediate and lasting difference. If your room floods with sunlight during the day, a high-brightness QLED will serve you better — OLED panels can look washed out in strong ambient light.

What Buyers Say

Owners of the C-series consistently praise the out-of-box picture accuracy and the webOS interface, which remains one of the cleaner smart TV platforms available. The most common gripe is not picture quality but brightness — the C45 peaks at roughly 800–1000 nits, which is noticeably dimmer than Samsung's QD-OLED rivals in the same price bracket. Some owners also report fan noise from the electronics in larger screen sizes during prolonged use.

The Deal

At £1,599 against a listed was-price of £2,697, the saving is £1,098 — 41% off. This product is newly tracked on our system, so we cannot confirm whether that was-price reflects a genuine sustained retail price or a reference point from a brief peak. That caveat aside, £1,599 for a 77-inch OLED from LG's mainstream flagship line is competitive against current market pricing. If the room is right, this is a serious television at a price that demands attention.