As the rivalry and one upmanship between Samsung and Sony heat up Samsung have taken a leaf out of Sony's book by moving into the world of OLED (Organic Light Emitting Diode) technology by previewing a  14.1in and 31" OLED  TV.
They have also announced that they will show a full range of OLED screens at the January 2009 CES show in Las Vegas.
Previously, Sony had scored all the OLED headlines with the introduction at last year's CES show of an 11" screen. Now Samsung has taken OLED to a new level with some analysts claiming  that OLED could well replace Plasma or LCD TV technology.
Samsung have said that the earliest commercial launch of OLED will be early in 2010.
OLED pixels generate their own light which brings a whole host of technological advantages. Every OLED prototype we have seen produces brighter, sharper images while using less power than any plasma or LCD TV. Samsung's 31in prototype uses less than half the power of a standard 32in TV, with the Full HD panel just a shade over 4.3mm thick.