Sony announced it will invest 22 billion yen ($203.5 million) to develop medium to large-sized OLED displays.
OLED displays use organic, or carbon-containing, compounds that emit light when electricity is applied. Unlike liquid crystal display panels they do not need backlighting, making OLED TVs slimmer and more energy-efficient.
Just 3 mm thick, the new TV consumes 40 percent less power than a comparable LCD set and is suitable for watching fast-moving images such as sports programs because of its quick response time. It also offers bright colors and a wide viewing angle.
But it is technologically difficult at the moment to make large OLED panels. Sony's existing OLED TV has an 11-inch screen, or roughly as large as two CD cases put side by side.