Liquid crystal display devices with increased viewing angle capability and methods of operating same

A method of operating a liquid crystal display device having first and second display cells in first and second rows therein, respectively, said method comprising the steps of:

• loading first data from a first data line onto a first pixel electrode in the first display cell during a first selection time interval, while simultaneously driving a first electrode of a first storage capacitor in the first display cell with a first signal so that the loaded first data on the first pixel electrode is represented as a first waveform during a first plurality of non-selection time intervals which follow the first selection time interval, said first waveform having a first average voltage;
• and
• loading the first data from the first data line onto a second pixel electrode in the second display cell during a second selection time interval, while simultaneously driving a first electrode of a second storage capacitor in the second display cell with a second signal so that the loaded first data on the second pixel electrode is represented as a second waveform during a second plurality of non-selection time intervals which follow the second selection time interval, said second waveform having a second average voltage which is unequal in magnitude to the first average voltage.