SEOUL: LG Electronics says competition is heating up in the global battle to woo viewers to 3-D TVs. And the South Korean company thinks it has an edge.

Seoul-based LG Electronics showed off its Cinema 3-D TV on Wednesday. The company hailed it as the ''next generation'' in the sector as it went on sale in the domestic market. A global release is set to start next month.

The new TV utilizes lighter glasses like those worn at 3-D movie theaters to match up images optimized for each eye to result in a smoother picture. For people who wear eyeglasses, there is a clip-on version.

LG executive Havis Kwon said that there will be ''fierce competition'' in the 3-D TV market.