The new TV operates SED-surface-conduction electron-emitter display, which uses beam emitting technology similar to the traditional style cathode-ray tube televisions, and delivers similar clear imagery but onto a flat panel, according to an Associate Press report.

The images that would be displayed on SED panels don't get jagged even when displaying sports and other fast-moving objects as compared to what gets displayed on liquid-crystal and on today's commonly flat panel TV where in plasma technology is employed.

SED panels utilise one-third of the electric power of plasma displays, or PDPs, and two thirds that of liquid crystal displays, according to Toshiba. Toshiba intends to sell PDP and LCD TVs and hopes to use SED technology for large TV's such as 40 inch and bigger models, noted in the associate reports.

According to the report, Toshiba president Tadashi Okamura said the TV and DVD market was entering a new era with the advent of digital broadcasting and network-linked homes.

By 2010, Toshiba is hoping to triple sales in that sector to 1.5 trillion yen (US$13.5 billion), although it did not give an overall sales or profit target. Toshiba also hopes to control a 15 percent worldwide market share for televisions by 2010 by aggressively marketing a wide range of flat-panel TVs, as stated in the media report.