NEVADA – It's been a while since a new TV raised any eyebrows, but Sony Corp. has just unveiled a new product that's creating a bit of buzz at the annual Consumer Electronics Show industry gathering in Las Vegas. Sony's XBR-A1E Bravia 4K is the electronics maker's first commercial foray into the niche market for televisions that use OLED, or organic light-emitting diode, technology. While the vivid, power-sipping screens have found their way onto smartphones, the cost of making them has so far limited their appeal for TVs. Only LG Electronics Inc. has made a serious effort to sell OLED TVs. Panasonic Corp. also unveiled an OLED TV at this year's CES.