Electronics manufacturers across the world are battling to steal the advantage, with new television technologies about to hit the market.
According to a report by the Metro newspaper, new television sets with crystal LED and OLED technologies are expected to start appearing in shops during the second half of 2012.
Samsung and LG Electronics are two of the companies behind organic light-emitting diode (OLED) technology, which allows manufacturers to produce appliances which are thinner, lighter, provide a sharper display, and have better colours than the high definition televisions currently on the market.
Sony is still working to develop its crystal LED technology, but according to the newspaper, these sets in theory can be made more cheaply than OLED televisions.
The latest televisions from a range of manufacturers were put on display at the recent Consumer Electronics Show held in Las Vegas. LG Electronics came out on top, after its 55-inch, 0.16 inch-thick OLED television was crowned the best gadget of the event.