Even as plasma and LCD television screens flew off the shelves before Christmas, manufacturers were starting to roll out a new technology that they predict will produce the next generation of mass-market video displays.

After decades of development, organic light-emitting diode displays, or OLEDs, are finally emerging in consumer products. Some big companies predict that within five years they will remake the television, cellphone, computer screen and lighting markets.

OLEDs are difficult to make and involve temperamental chemistry. But they produce brighter colors, consume less electricity, and make screens that are thinner and lighter than any competing technology.