Panasonic, the main American subsidiary of Matsushita Electric Industrial Co.(NYSE:MC) is getting serious about its bet on the next generation of televisions. Panasonic is going with what's known as OEL (organic electroluminescent) or OLED (Organic Light Emitting Diode) TVs. They're vastly thinner---less than a quarter of an inch---and are supposed to faster, sharper and use less energy. (Some have disputed the last point.) But they could wear out quicker than other TVs, and by organic they just mean carbon based.

Sony (NYSE: SNE) already has the lead in the a OLED TV market. But Sony's TV is only 11 inches and it costs $2,500. They plan to release a 27-inch version "fairly soon," according to this blog dedicated to OLED. Matsushita---which is changing its name to Panasonic come fall---is planning a 37-inch screen for around $1,400, according to Reuters, which was picking the story up from the Japanese newspaper Sankei Shimbun. But that's still years away.

Toshiba (TOSBF) is also working on one, but suffered some delays. Samsung just announced they were investing $530 million in OLED production. There have been plenty of delays in this OLED technology--almost as many as there have been with the rival technology SED (surface-conduction electron-emitter display). Toshiba and Canon (NYSE:CAJ)is the big backers of SED TVs. After years of delays the battle for the next, thinnest TV is heating up.