Although the adoption of LCD TVs can halve the electricity consumed by traditional CRTs, LCD TVs still account for about 70% of the electricity used by household appliances, according to Sony executive deputy president Katsumi Ihara.

Ihara noted that Sony's desire to reduce the consumption of energy was a contributing factor in its drive to develop OLED TVs, as OLEDs have the potential to reduce electric consumption by 40% compared with LCD TVs. However, Ihara admits that it is still too early to say OLED TVs can replace LCD TVs, and Sony is still focusing on its Bravia brand LCD TV business.

Sony still highly values the potential of OLED TVs primarily because of its ability for energy-saving, as well as its thin and high-definition features. But if Sony wants OLED TVs to become more popular, the company has to consider how to make OLED products that are larger and less expensive to produce, Ihara added.