Flexible viewing height adjustability, wire management and utility tray were found to be the latent needs of many consumers, during several home visits across India. The intension was to  give the user the freedom of altering  the viewing height + angle for theatre and gaming experience…effortlessly. After several iterations for over 6 months, a remote controlled telescopic mechanism was prototyped for usability testing. Although the product idea which was conceived in 2008, was found to have business potential as well as consumer acceptance, the actual product development was stalled until 2012. Initially designed for LCD TV application, the idea was launched with OLED TV. Model name:  LG 55" EM9750