Samsung has shown off the Bendable TV - an 85in (216cm) prototype that allows the curvature of its screen to be adjusted by remote control.
The LED (light-emitting diode) set was unveiled at the Consumer Electronics Show in Las Vegas.
LG has also announced a smaller 77in (196cm) flexible TV of its own that is based on OLED (organic light-emitting diode) technology.
The firms suggest that a curved screen can enhance the viewing experience.
The tech would allow the sets' owners to determine how bent the screens should be taking into account how many people were watching them and how far away they were sitting. The screens would have the added benefit of being able to be left flat against the wall when not in use.