Toshiba isn’t about to let Sony get the upper hand in the television market. Yesterday, Sony announced an 11-inch OLED TV that is only 0.3-inches thick, has a 1,000,000:1 contrast ratio, and costs $1745. Considered a huge leap in technology, now other companies are scrambling to get on the bandwagon. Toshiba is claiming that by 2009, a 30-inch OLED TV will be available for purchase, ready to compete with anything Sony might have up its sleeve.

One of the major issues with OLED displays is lifespan. Sony’s 11-incher is supposed to only get three to three-and-a-half years of continuous use. Though the average consumer probably won’t be watching that much television, it still isn’t comforting knowing that your TV is going to die eventually. No word yet on what price Toshiba’s 30-inch model will go for.

Toshiba pledges 30in OLED TV will ship in 2009 [The Register]