Tokyo-Sony’s move to market electro luminescence (EL) TV sets for the first time by the year-end has kicked off a flurry of moves toward the next generation flat display TV by other appliance manufacturers and suppliers of EL materials. Sony’s first EL product will be an 11-inch model, but Sony’s vice president Katsuyoshi Ihara says the company is capable of mass-producing larger models of 30-to 40-inch range as well, after Toshiba announced it would make 32-inch model EL TV, using EL panels to be supplied by Toshiba-Matsushita Display Technology in 2009. Matsushita and Canon are also reported to join the ELTV race. ELTV will be a new kid on the block of the world’s FDT market, which is expected to account for 64.5% of the total color TV demand of some 200 million sets in 2011, according to Japan Electronics Information and Technology Association (JEITA). LCD TV is expected to take up 53.1% and Plasma TV 11.4% of the 2011 color TV demand, with ELTV being the third choice.