While the proto-type 0.3mm OLED TV may be thinner than the Sony Bravia ZX1, it is a proto-type. Which lets the ZX1 take prize as the world’s thinnest tv.

Christian Brown, the senior product manager at Bravia LCD, Sony UK, had this to say on the ZX1, “”It was conceived as a unique product, a true step forward, something that the most discerning consumer would instantly recognize as exclusive and desirable.”

The Sony Bravia ZX1 will come with a 40 inch screen, be less than a quarter inch thick and be available from Janaury. It will retail for $5,950.