It's being hailed by its developers as the next revolution in visual technology - a laser television that will make plasma screens obsolete.
Soon-to-be-listed Australian company Arasor International and its US partner Novalux unveiled what they claimed to be the world's first laser television in Sydney, with a pitch that it will be half the price, twice as good, and use a quarter of the electricity of conventional plasma and LCD TVs.
Manufacturing company Arasor produces the unique optoelectronic chip central to the laser projection device being developed by Silicon Valley-based Novalux, which is being used by a number of television manufacturers.
And displayed beside a conventional 50 inch plasma TV, the Mitsubishi-built prototype does appear brighter and clearer than its "older" rival.
With a worldwide launch date scheduled for Christmas 2007, under recognisable brands like Mitsubishi and Samsung, Novalux chief executive Jean-Michel Pelaprat is so bold as to predict the death of plasma.
"If you look at any screen today, the colour content is roughly about 30-35 per cent of what the eye can see," he said.
"But for the very first time with a laser TV we'll be able to see 90 per cent of what the eye can see.
"All of a sudden what you see is a lifelike image on display."
Combine that with energy efficiency, price advantage and the fact that the laser TVs will be half the weight and depth of plasma TVS, and Mr Pelaprat says "plasma is now something of the past".
Mr Pelaprat predicted LCD TVs would come to dominate the market below 40 inches, and laser television the market above that screen size, displacing plasma.
The optoelectronic chip-laser technology won't be confined to TVs.
The technology is also being trialled in mobile phones, where it will be used to project images onto any surface, and in home theatres and cinemas.
The unveiling of the laser TV prototype was held on the eve of Arasor's public float on the Australian Stock Exchange next week.
