A company called IP Mining corp has a new technology (ZeroBurn) that is capable of eliminating burn-in in plasma and OLED TVs. IP Mining are now looking to license this new technology to TV vendors.
Basically it works by monitoring each sub-pixel usage, and then stores a 'usage-profile' for each pixel. It then can change the inline video-signal to 'compensate' for the pixels that have been used more. There's also a mode in which the ZeroBurn runs under utilized subpixels until even luminance is achieved - but this seems like a waste of electricity, which will cause OLEDs to be very non-efficient!
IP Mining say that consumer TV content has changed dramatically over the last few years with increased use of graphics overlays in news and sports programming and the escalation of gaming time on the TV.