TVs have long been a staple at CES. The latest LG OLED TV, however, takes the traditional TV experience and the opposite. Or rather, roll it.

The company's new TV, called Signature OLED TV R (or Model 65R9 for short), is due out later this year. It leverages LG's already excellent OLED display technology. The result is a screen that does not only live in your room but comes out of its base when you want it and that recovers when you do not want it.

Larger screens, sharper screens, more sophisticated technologies are almost guarantees at the annual technology industry event. And to be sure, there are many bigger and sharper screens this year too. But most years, it's iterations on previous television models, not something new.

The latest LG TV offers three different viewing modes, depending on your mood. A "full view" option gives you the full 65-inch display. The so-called "online view" partially unrolls the TV, allowing you to see only the clock, pictures or music commands without occupying all the space of a traditional TV.

In "Zero View" mode, the screen is completely hidden, allowing you to listen to music from the bottom of the screen, which also acts as a sound bar to 4.2 channels.

Like the other LG 2019 models, the new TV incorporates the latest processors, Alexa and Google Assistant, to control the TV with your voice, as well as support for AirPlay 2 and HomeKit for streaming of iPhones, iPads and Macs and Siri's TV control.

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Tim Alessi, of LG, told that it would take between 20 and 30 years to deplete the panel through rolling-related activities.

No price has been given for the new TV but it will probably not be cheap. LG's 65-inch OLEDs currently cost around $ 2,600 for the B Series, up to a starting price of about $ 7,000 for the company's ultra-thin W series.

Follow Eli Blumenthal on Twitter @eliblumenthal