Joe Stinziano, executive vice-president of Samsung Electronics America, speaks during a media event at CES 2017 on Wednesday in Las Vegas, Nevada. [Photo/Agencies]

LG Electronics showed off a "wallpaper" thin television as TV makers vied for the spot-light ahead of the Las Vegas based international Consumer Electronics Show opening on Thursday.

As in years past, the South Korean company staked out the opening slot in a day rich with back-to-back press briefings by industry titans.

A surprise star of the presentation was a strikingly thin LG Signature OLED flat-screen television simply branded W.

The super high-definition TV measured just 2.57 millimeters thick in a 65-inch screen model.

"Why the W?" LG Electronics USA marketing Vice-President David VanderWaal asked rhetorically during the presentation.

"Wallpaper. Window. Wow," VanderWaal said.

South Korean consumer electronics giant Samsung Electronics Co Ltd unveiled a new 75-inch QLED TV model at the CES gathering, along with a company-first gaming laptop.

Sales of televisions globally have been slipping, according to Steve Koenig, senior direct-or of market research at the US Consumer Technology Association trade group behind CES.

Agence France-Presse