Sony Corp. announced that it will begin commercial sales of the first consumer television to use an organic light emitting diode (OLED) display on December 1, in Japan. Rollout days for other nations have not been set. On one hand, the new TV is definitely a novelty. Its display is only 11 inches diagonal. Its 3 millimeter thickness makes it as thin as two credit cards atop one another. At a proposed price of 1740 dollars, it will compete with 40-inch liquid crystal diode (LCD) TVs with 13 times its surface area. And Sony executive deputy president Katsumi Ihara notes that the company set the price without focusing on profitability. In other words, it is probably selling the TV at a loss.
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