Cheap-ish OLED TVs? Don't make me laugh.
No, Panasonic's new president, Kazuhiro Tsuga, didn't use those exact words, but they succinctly summarise comments he made in Japan earlier today.
Asked by reporters when he thinks OLED TVs will become as cheap as today's LCD televisions, Tsuga said he doesn't expect that to happen for quite some time.
Not that he really wants OLED TVs to become commodity items at all. Panasonic, which this week announced a partnership with Sony that will see the two firms jointly develop and sell OLED tellies, is looking to such next-gen sets to bring its TV business back to robust health.
It hopes - as does Sony, and the companies they are gearing up to compete with, Korea's Samsung and LG - that OLED will bring a whole new upgrade cycle and get punters buying pricey tellies again.
Good luck, folks. ®