Accumulating losses over six consecutive years in their mainstream TV business, Sony have reacting by putting on hold the introduction of large screen OLED (Organic Light-Emitting Diode) TV's.
Although Sony have already introduced a commercially available OLED TV in their impressive 3mm thick 11in XEL-1, they will not be introducing their prototype 27in screen anytime soon.
OLED (Organic Light Emitting Diode) technology is based on organic materials which emit light naturally after an electrical charge is passed through them. OLED pixels generate their own light which brings a whole host of technological advantages. Every OLED prototype we have seen produces brighter, sharper images while using less power than any plasma or LCD TV.
While the performance of OLED TV's is impressive, they are expensive to produce, with Sony's 11in XEL-1 retailing in the UK for £3,489 - a price consumers are just not prepared to pay in significant numbers.
With huge investment in LCD TV's by a number of manufactures, technologies such as LED (Light Emitting Diode) have crept up along the rails - not to challenge OLED directly but offering consumers something comparable at a fraction of the price.
Sony's decision marks a sea change in the corporations approach to the TV market. Recognized as market innovators, Sony are no longer prepared to take a financial hit on more innovative products.
With Sony's decision to place larger OLEDs on hold, it doesn't look like we will enjoy the benefits of the technology anytime soon. While LG plans to introduce a 15in screen this December, their 32in panel is not scheduled for release until 2012. Samsung have what they call 'production ready' 14in and 31in OLED TV's but there is no word from the Korean manufacturer when they will be made available to consumers.
If you would like to find out more about LED technology you might like to read our LED TV guide
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