Sony stopped the CES show with the unveiling of its new handycams, cameras and, most impressive of all, the Xperia Z smartphone.
Sony also threw in an "in development" device, what it's calling the world first and largest 4K OLED TV.
The company carried a 56-inch prototype to Vegas just for our viewing pleasure.
Science has stood in the way of such a development, the company laid out in a press release, but that's all changed thanks to Sony's "Super Top Emission" technology, it's overcome some of the challenges faced when trying to push light through larger OLED glass.
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4K in the membrane
The company also announced 55- and 65-inch models to match its 84-inch 4K LED Bravia behemoth.
Both screens will come out in the spring and though no pricing details were given, Sony says the price will be "accessible."
Sony will demo a prototype for its first 4K consumer camcorder plus its initial line-up of 4K mastered Blu-ray discs.
Sony is clearly setting out to be a leader in the 4K field, and we for one welcome its attempts, especially in light of Samsung's new CES TV offerings. A little competition never hurt anyone, right?