Japanese consumer electronic giant Sony will be launching two new OLED TVs by 2017, reported Forbes.

Barry Young, CEO of the Texas-based OLED Association, confirmed Sony would be releasing a 55-inch and 65-inch OLED TV models by

2017.

The Sony OLED TVs that use LG supplied panels will be shipped from the second quarter of 2017, while sales will begin during third or fourth quarter.

Although it is unlikely Sony will debut the TVs at CES in January based on the above production timetable, the company might showcase a prototype during the consumer electronic show.

According to Young, Sony forecasts it will be shipping 80,000 55-inch 4K OLED TVs, and 120,000 65-inch 4K OLED TVs, indicating it does not expect large volume sales for its first generation large OLED TV sets. The company estimates the 65-inch model will fare better than the 55-inch one, which contrasts with LG’s hot selling 55-inch OLED TVs.

Sony’s TV will be retailed for US $1,999 for the 55-inch model and US $2,999 for the 65-inch screened TVs.

Pricings reveal Sony is leaning towards a more ‘mass market’ approach compared to compatriot Panasonic, who has premium priced OLED TVs.

Since Sony is using LG Display’s OLED panels, the Forbes report estimated LG Electronics will be adopting a more aggressive pricing strategy for its new lineup of OLED TVs in 2017 compared to this year.