Samsung Electronics Co. said Thursday, May 10, that it is aiming to launch flat-panel TVs using new screen technology called OLED during the second half of this year in the domestic market.

Samsung said the 55-inch TV using the ultra-thin display will be retailed at over 10 million won, or more than $9,000.

That is at least more than twice as expensive as the high-end 55-inch TVs available in the market.

Samsung's head of TV business said it will take another two to three years for the new screen technology to go mainstream, The Associated Press reported

Samsung and its hometown rival LG Electronics Inc. are expected to be the first to start mass production of OLED TVs, which may gradually replace LCD and plasma.