Sharp has released what it says is the biggest LED TV ever to go on sale in Europe.
The Aquos LC-90LE757 features a 90in (229cm) screen, trumping an 84in display from LG.
Sharp has offered the size in the US since June 2012 - the world's biggest market for jumbo-TVs - but said it now believed there was demand in the UK and rest of Europe for such a set.
One analyst said the local market was indeed growing, but remained "niche".
Fifty inch-and-larger TVs represent 6% of units currently sold in the UK, according to research firm GfK. However, it adds that the sector accounts for 16% of the sector's value due to the premium prices they command.