Sony To Release Flagship OLED TV This Year, Challenging LG

Sony will release its flagship organic light-emitting diode or OLED television later this year, joining a market that for now is exclusively LG's. The anticipated launch of Sony's OLED TV, the XBR-A1E Bravia, is likely to lower prices of the television known for its outstanding picture quality.

Sony made the announcement about the XBR-A1E Bravia at the ongoing Consumer Electronics Show in Las Vegas. However, the company did not yet give a specific date for the TV's availability and its pricing, Fox News reports.

Sony Electronics President Mike Fasulo said the company continues to prioritize consumer choice and takes pride in introducing the XBR series. He added that they will bring customers innovation and excitement through Sony's 4K HDR televisions.

According to Fox, Sony would likely source the OLED panels from LG because it has no alternative. Sony, however, will add display and video processing technologies to its own brand in order to set it apart from LG.

OLED TVs, known for their superior video quality, are still a luxury for now, partly due to lack of competition in the industry. Prices can go as high as $2,000, while LCD TVs are available for $1,000 or less. Sony's entry into the market with the XBR-A1E Bravia, then, is expected to make OLED TVs more affordable, if not entirely cheap.

Besides stunning 4K video quality, XBR-A1E Bravia boasts of an "acoustic surface" sound system that generates sound from the screen itself and makes no need for speakers. Sony's OLED TV will run on Android TV's smart TV system, similar to its LCD televisions.

Engadget describes the XBR-A1E Bravia as "absurdly thin and sharp." The TV has OLED panels measuring 55, 65, and 77 inches and all are capable of showing ultra-HD and HDR videos seamlessly.

Meanwhile, LG appears to be bracing itself for competition. This year, it will release 10 OLED TV models, including W7 and G7 series TVs in 77- and 65-inch sizes, and E7, C7, and B7 series TVs measuring 65 and 55 inches.

LG's flagship will be the W7 series that are just 2.57 millimeters thick. W7 TVs are so thin their design has been called "picture-on-the-wall."