OLED (organic light emitting diode) is an emerging technology that Sony and other proponents claim will rival HD formats because it doesn't require backlighting. OLED uses a basic substance said to be similar to the material used by fireflies to emit light.
Some of those who have seen it on a very small screen (and a prototype on a somewhat larger monitor) say the video is brighter, with higher contrast levels and better colorization than either plasma or LCD screens.
Sony first ran a demo of an 11-inch OLED screen and a 27-inch prototype at CES2007 in January. Some analysts said the demo captured crowds throughout the show, reportedly prompting Sony CEO Howard Stringer to place OLED research on a faster track toward the marketplace, according to InformationWeek.
Last week, Sony indicated it would first release an 11-inch OLED unit in Japan. If that happens anytime soon, Sony likely would be the first-to-market with OLED products. How popular an 11-inch HD set would be is anyone's guess in a world where consumers are buying increasingly larger screens. However, larger OLED sets (25 inches) may follow the small sets a year or two later. Toshiba and Panasonic are also working on OLED, but do not expect any initial products for two to three years.
