Samsung has revealed a bendable TV, which allows the curvature of its screen to be adjusted by remote control, to enhance the viewing experience.
The tech involved allows the owner to determine how bent the screen should be, taking into account how many people are watching, and how far away they are sitting.
LG has also announced a smaller 77in flexible TV of its own, that is based on OLED (organic light-emitting diode) technology.
Industry watchers are unconvinced that there is a market for such innovation however.
Martin Garner, a TV tech consultant from CCS Insight said: "The challenge for the firms is to demonstrate that the world really needs this.
"They are, however, a nice attempt at differentiation."
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