It will be, the company said on Monday.
Sony, the world's No.2 liquid crystal display (LCD) TV maker behind Samsung Electronics, expects an 11-inch OLED TV with a thickness of 3 millimeters to sell for $1,740.
OLED panels are energy efficient, make thin and light displays, offer crisp pictures and, suitable for watching sports events.
But it is technologically difficult at the moment to make larger panels, a factor that limits the appeal of the otherwise promising next-generation television.
"I don't think OLED TVs will
Ihara said he set the $1,740 price tag without taking profitability into consideration, suggesting Sony will make a loss for each set it sells at least in the initial stage.
. In comparison, Sony plans to sell 10 million units of LCD TVs in the year to next March.