Although the adoption of LCD TVs can halve the electricity consumed by traditional CRTs, LCD TVs still account for about 70% of the electricity used by household appliances, according to Sony executive deputy president Katsumi Ihara. Ihara noted that Sony's desire to reduce the consumption of energy was a contributing factor in its drive to develop OLED TVs, as OLEDs have the potential to reduce electric consumption by 40% compared with LCD TVs.
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