Samsung and LG have both announced the "world's first curved OLED" at CES 2013 in Las Vegas.
The prototypes, on show on the respective companies' stands at the world's largest consumer electronics show, outline the future of televisions according to both.
The idea behind the curved screen is that it "creates a panorama effect not possible with flat-panel TVs, offering a more immersive viewing experience," says Samsung, an idea also promoted by LG.
"We sit around our televisions, never just in a flat line in front of them," LG told Pocket-lint.
LG's EA9800 model also has full Cinema 3D support, something we were able to try at the show.
"With a gentle inward flex, the entire screen surface is equidistant from the viewer’s eyes, removing the problem of screen-edge visual distortion and detail loss," says LG of its TV.
Availability and pricing were not announced.
Up close and the viewing angle is staggeringly good, and we were able to watch what was on the screen on both prototype sets, while standing almost parallel to the them. The picture quality, of course, is also exceptional with the curved screen working to reduce the glare.