For the past few years, television sets have, like North American waist sizes, been getting bigger. Large plasma and LCD TVs are reaping huge sales around the world, as everyone upgrades to the more advanced digital and HDTV modes, which is what makes Sony's new accomplishment all the more impressive. Sony has demonstrated a new razor-thin, full-colour, tiny video screen that can be dropped or bent like a piece of paper and still show high quality pictures with no ill effects.

The device is 0.3 mm - about 0.1 inch - thick, boasts a 2.5 inch display and combines technology the company has been working on for years. Even the most jaded reviewers were amazed by the breakthrough and the quality. "To come up with a flexible screen at that image quality is groundbreaking," marvels Electrical Engineering professor Tatsuo Mori. "You can drop it, and it won't break because it's as thin as paper."

Now all Sony has to do is figure out what it can be used for and how to make money with it. Its unique abilities may never allow it to emulate its giant screen brothers, so marketers will have to turn in another direction. "In the future, it could get wrapped around a lamppost or a person's wrist, even worn as clothing," suggests Sony spokesman Chisato Kitsukawa. "Perhaps it can be put up like wallpaper."

Competitors like Philips and Seiko Epson are also hard at work on so-called 'electronic paper' but Sony's ability to display a stunning colour image has put it ahead of the pack. Now all it has to do to stay there is decide who needs the breakthrough - and sell it to them.