Ashley John, Product Manager, Sony Gulf, said  the 11-inch prototype with a wide-SVGA panel measures approximately 3mm in depth and is the latest addition to Sony's range of high definition products. "OLED is the most viable next-generation flat display, showing high contrast ratio (1,000,000:1), excellent colour reproduction capability and high-speed response to moving images."

Sony stand at Gitex also enables visitors to experience all components of its high definition product portfolio, including the extensive range of Full HD and HD-enabled BRAVIA LCD televisions, VAIO notebook computers with built-in Blu-ray disc drives, PlayStation 3 — the heart of Full High Definition home entertainment, the recently unveiled Blu-ray disc player, the BDP-S300 and high mega pixel Cyber-shot still cameras and Alpha digital-SLR cameras. John said Sony will launch OLED television in Japan in December. "It will take several more months for its commercial debut in the Gulf," he said.