Toshiba to introduce OLED TVs by 2009.

Following Sony's announcement that it wants to push OLED technology, Toshiba has said that it will launch its first OLED consumer TV screens in 2009.

Initially Tosh will produce 21 and 30 inch screens, so it won't be an early competitor for consumers' increasing hunger for very large TVs. Neither will it pitch an immediate battle for price with LCD, though it's confident the benefits of low power consumption and slim form factor will be worth the premium price. Much as Sony has said.

It works in plenty of other markets, but would you pay a premium for a newer technology with potential environmental benefits and a smaller form.