Yes, that was OLED prototype by Sony. They are the first manufacturer that can do full color OLED that big (around 13") with high brighness and high contrast ratio. They said that standard OLED is not bright enough to be made as normal monitor/TV display. It only suitable for small appliances with less brightness requirement, such as mobile phone display. To achive this brightness is engineering feat. As far as I can remember, they cram more pixel (more LED count) per color, about 4 per color, without making the pixel size any larger. Compare this with only max 2 LED per color done by other manufacturer.
I wonder, is it the same as LEP (Light Emitting Polymer) technology?
I heard that they can just use "spray on" manufacturing technique to make this display, kind of using very precise big inkjet to laid the polymer onto plastic surface. These plastic surface contain grid of very thin anoda/cathode wire to light on/off the polymer.
Than we will get cheap, thin, high res roll up display
Hope this technology take off soon...