Sony and Panasonic are reportedly in talks to develop the technology needed to mass produce next-generation OLED televisions, according to Reuters. The two companies would be playing catch up to their South Korean rivals, Samsung and LG, both of which plan to market 55-inch OLED TVs later this year. “Overseas competitors have gotten a head start in this area and I feel like they’re stepping into this too late,” said Masayuki Otani, chief market analyst at Securities Japan. “There’s no question OLED TVs are going to be the mainstream. The issue is price and size of the displays.” OLED panel technology, which Sony pioneered in 2007, provides users with improved picture quality, deeper color saturation with high contrast, and allows vendors to make TVs as slim as 4 millimeters that consume less power than traditional LCD sets. There is a barrier, however: current OLED TVs are very expensive — Samsung’s upcoming 55-inch OLED TV will cost $9,000 when it launches in South Korea in the coming months.