It’s been a while since a new TV raised any eyebrows, but Sony Corp. has just revealed a new product that’s creating a bit of buzz at the annual CES industry meeting in Las Vegas.
Sony’s XBR-A1E Bravia 4K is the electronics maker’s first commercial foray into the niche market for televisions that use OLED, or organic light-emitting diode, technology. While the vivid, power-sipping screens have discovered their way onto smartphones, the cost of making them has so far limited their request for TVs. Only LG Electronics Inc. has made a serious effort to sell OLED TVs. Panasonic Corp. also revealed an OLED TV at this year’s CES.
What’s different about Sony’s new A1E TV, however, is that the screen doubles as a speaker. By vibrating the display itself, Sony informed it will be able to offer the “perfect unification of picture and sound unattainable by conventional TVs.” This is likely as OLED screens don’t need a backlight, according to the Tokyo-based company.
While Sony didn’t declare pricing or a sale date for its new flagship TV, it’s a strange gleam of innovation for a company that once manifest cutting-edge audio-visual design and technology. The new OLED could help the company get some of that shine back.