DisplaySearch of the United States forecast shipments of organic EL TV panels would reach around 3 million units in 2011 at the 13th DisplaySearch Japan Forum July 24, 2007.
The company assumed entry to the market from a number of manufacturers including Samsung Electronics Co. Ltd. of Korea in 2008 and Toshiba Matsushita Display Technology Co. Ltd. (TMD) in 2009, following Sony Corp. launching an organic EL TV onto the market in late 2007.
Full-scale volume production of organic EL TVs is "still at a stage where we should solve a lot of challenges," according to DisplaySearch's analysis. The company projected a cost of Sony's 11-inch organic EL panel will be around $700 (USD). That is equivalent to the cost of a 40-inch class LCD panel, while the costs of current 10-inch class LCD panels are about $100 per panel.