Sharp has launched more than 30 new LCD TVs featuring the Quattron technology which adds yellow as a fourth subpixel colour.
Traditionally LCD televisions have used red, green and blue but the addition of a yellow element per pixel promises improvements to both the brilliance of the picture and to energy efficiency as well as the "best 3D performance from LCD TVs" according to Sharp.
"Quattron is now setting a new standard. With this technology, we provide an outstanding TV experience in both 2D and 3D, whilst also guaranteeing excellent ecological performance. By the end of the year, all our premium LCD TVs will feature Quattron," said Sharp Germany/Austria boss Frank Bolten.
Sharp may not be quite as well known as some of the other brands but the company has been an innovator in LCD technology for many years and is one of the world's major suppliers of LCD panels for a range of applications. The company said that Quattron would be the basis of all AQUOS LCD TVs in the coming years.
Also climbing onboard the 3D bandwagon, Sharp showed off the 3D AQUOS LE925E which, like many of the other models shown such as the LE924E, LE824E and LE814E, incorporates AQUOS NET+1 internet interface. NET+1 provides users with access to TV optimised web sites with support for YouTube, eBay and Facebook.