Sony is to stop selling ultra-thin organic light emitting diode (OLED) televisions in Japan, citing poor demand.
The Japanese giant will stop shipments of the XEL-1 tellies by the end of March, a spokesman said. A promised 27-inch successor is also shelved.
OLED displays use a thin layer of chemicals that emit light when electricity passes through them. They do not, therefore, need a back light so are thinner and less power hungry.
Sony said it would continue to make the XEL-1 for export. "Not only are we continuing development of mid- and large-size OLED panels for TVs, but we also see potential for application of OLED in other devices," the company said.
The telly cost around 200,000 yen ($2,200) and received a "lukewarm reaction from consumers," Sony said.