Samsung was one of the few hardware makers to offer OLED TVs 2013, but a top executive recently admitted that OLEDs aren't quite ready to be big sellers yet.
According to a new report in USA Today, Samsung's HS Kim, executive vice president of Visual Display Business, said that OLEDs would likely be a more consumer-friendly product in around three to four years.
OLEDs, which provide a more dynamic viewing experience than Full HD TVs thanks to new materials in their composition, are not taking off quite yet because of their high prices, according to Kim. Last year, these TVs had price tags of $9,000 and up.
Samsung and LG were the only two electronics companies to offer them.
"Not many consumers tried to purchase OLED TVs at that price," said Kim. "Price was our greatest barrier. So our attempt to expand the market didn't really go well.
"I'm really, really terribly sorry to say this, but it will take more time. … I believe it will take around three to four years."
Kim said that OLEDs currently have a pricey manufacturing process, hence the high prices on the market.
However, Kim sees 4K UHD (ultra high definition) TVs flourishing much sooner. UHDs, which have greatly improved sharpness over Full HD TVs because they possess at least four times the number of pixels, did well in sales last year and have more manufacturers onboard, such as Samsung, LG, Sony and Sharp.
The only thing that holds 4k back a bit is the lack of compatible content, and Kim made it clear that Samsung is no content company. Luckily, companies like Netflix are aiming to somewhat alleviate this problem.
In other Samsung TV-related news, Kim hinted at the possibility of an Android-based TV, but didn't confirm that such a thing was in the works.
"If Android TV can provide the best optimal viewing experience, then Samsung will provide that," said Kim.