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At CEATEC 2008 Sony displayed their OLED display technology, with their 11" XEL-1 display, released in Japan on October 01, 2007, being the first OLED television to hit the market.
Also on display were the latest prototypes including a 0.3mm thick 11" OLED panel, a 0.9mm thick OLED display, which is less than 1/3 the thickness of the XEL-1, and a 27" OLED panel.
OLED has a range of advantages when compared to current display technologies such as LCD or PDP. As the light is produced directly by the organic material, there is no need for a backlight, allowing for ultra thin displays. Also, the flow of electricity through the organic material can be controlled directly effecting the amount of light emitted from zero to peak brightness, allowing for high contrast levels, true blacks and color variation and subtlety that current display technology cannot reproduce. Other advantages include low power consumption, rapid response times and high pixel density.