LCD v OLED
Among the 110 patents registered to Dr Schadt's (Inventor of the LCD) name, one sticks out: a 1969 document detailing his work on an organic light-emitting diode screen.
He abandoned the research in favour of liquid crystals, but now LG, Samsung and others are promoting OLED TVs as the superior option.
Deep-pocketed customers are promised brighter colours, deeper blacks, thinner screens and lower electricity bills.
However, Dr Schadt isn't convinced OLED screens will ever match LCD equivalents for price or lifespan.
Reflective LCD Japan Display's reflective LCD screen offers extended battery life
"The blue OLED materials are not as stable as the red OLED materials," he says.
"So if you have an RGB display the blue colour will age differently from the red and green ones and this will change the colour quality of the display.
"The question has not yet been answered whether OLED will be stable over 50,000 hours to prevent the consumer seeing any deterioration in the appearance of the screen."
He adds that a new type of "reflective LCD" screen also promises to beat OLED displays at energy efficiency.
The technology uses light from the surrounding environment instead of a backlight to illuminate its liquid crystals. The result resembles a thin e-reader display capable of playing back colour videos.
"I just came from a conference in Vancouver where there was a presentation of prototypes by the Japan Display Consortium which showed a beautiful 6in LCD display with a power requirement of only two milliwatts," Dr Schadt says.