Panasonic was the first manufacturer to reveal its hand at IFA 2016 and, having launched a new, more affordable 4K Blu-ray player, the Japanese giant also revealed its working on a new generation of OLED TVs.
The company is showing a prototype Panasonic OLED flat screen at the show, details of which the company was keeping very close to its chest.
Panasonic also told What Hi-Fi? that the key area of improvement would be black levels and particularly degradations of colour "just above black".
A demonstration of the new OLED screen (which isn't a Panasonic panel) against a "conventional OLED" - Panasonic refused to confirm the model to which it was being compared - certainly looked very impressive, seeming to deliver even darker blacks, without losing detail or affecting the punchiness of bright colours.
The company promised a step-up in performance over the company's existing Panasonic CZ950 TV, as well, of course, as other OLED TVs on the market.
Details on screen size, model ranges and pricing were met with a stony silence, so we'll have to wait for later in the year for more details. But the good news is there will be more Panasonic OLED TVs...
