LG Display has been working on its fully flexible screen for some time now, but it's at this year's CES the BBC was given the exclusive first hands-on.
The screen can be rolled up and scrunched around, and the display is full HD.
The one I played with was 18in (45.7cm) corner to corner, but the team at LG say they're aiming for screens that are 55in and beyond.
At that size they will be able to produce a screen quality of 4K, they say - that's four times HD.
Right now, the resolution is 1,200 by 810 pixels.
How did they do it? Of course they wouldn't share the precise details, but the crucial technological leap has been moving from LED TVs to OLED TVs.
The O stands for organic, and it removes the necessity of a back panel providing light to the screen. Therefore, it bends.
Why would you want a bendable TV? LG says it's ideal for making displays, like in a shop, but also for people who no longer want to sacrifice an entire corner of a room to a television.
With a bendable screen like this, you can roll it up and pop it in a cupboard until you need it again.
"The larger prototype is expected in the near future. But as for a commercial product, we're still planning the timing," says KJ Kim, LG Display's vice president of its marketing division.
That can be translated as it'll be a while yet.
Because while the screen is remarkable, it suffers a few flaws.
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