"Not this year," said Scott Ramirez, vice president of marketing at Toshiba America Consumer Products.

The Japanese company is instead banking on a family of high-end, feature-rich flat panel TVs called Regza, and "Cell TV."

Toshiba is trotting out Cell TV again to the Consumer Electronics Show this week, while trickling out a few more details on Cell TV's configuration, price and launch date.

Cell TV, powered by the Cell processor chip originally developed for Sony's PlayStation 3 game console, will be first launched in Japan later this year, followed by a U.S. launch early in the first quarter of 2010, according to Ramirez.

Cell TV won't be a standalone TV, according to Toshiba. It's configured as a combination of a set-top box " an HD server " and a 4k x 2k pixel panel, a high-end panel featuring four times the pixel density of today's 2k x 1k HDTV display.

In the demonstration, the company will show that the Cell platform up-converts video from 1920 x 1080p to 3840 x 2160p on a 56-inch 4k x 2k panel, while also up-converting Internet video content to high picture quality.