TechRadar spoke to Darren Ambridge, Sony's Group Product Manager for TVs, this week and we were interested in how the company's first OLED TV, the XEL-1 was faring in the UK.
"I'm not going to lie to you and say that it is flying off the shelves, but we never saw the XEL-1 as a mass-market product. We really made it just to prove that we could make it," he told us.
The XEL-1 launched in the UK back in January for a street price of £3,500, which puts the 11-inch telly firmly out of reach price-wise for your average consumer.
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And considering you can purchase the TV for around $2,500 in the US, it's easy to see why UK TV buying public, no matter the size of their wallets, weren't flocking to buy the television.
Focused on big-screen tech
Ambridge wasn't discarding OLED screens altogether, but did explain that we probably won't be seeing another OLED TV anytime soon.
"Sony is focused more on big-screen technology at the moment," he explained.
"OLED tech is certainly still important and you can see some stunning OLED screens in our upcoming Walkman [NWZ-X1000] series of media players."
To read more about Sony's HDTV range and the full interview with Darren Ambridge, click here.