Howard Stringer, the CEO of Japanese consumer electronics giant Sony, has claimed that the company is working on a new type of television.
According to The Wall Street Journal, Stringer, speaking during breakfast hosted by the publication, said that the TV market was highly competitive with TV makers scrambling to come with new TV technology to garner more market share.
He acknowledged the competition that Sony faces but added that the company was capable of churning out great products.
Stringer also confirmed that the company was working on a new kind of TV. "There's a tremendous amount of R&D going into a different kind of TV set," he said, adding that late Apple CEO Steve Jobs was also planning on revolutionising the TV market.
"That's what we're all looking for. We can't continue selling TV sets [the way we have been]. Every TV set we all make loses money," he said.
He also revealed that he come up with a four step strategy to compete with Apple which involves a platform that delivers content to mobile phones, tablet devices, personal computers and TV sets.