Sony CEO Kazuo Hirai has suffered an embarrassing moment on a giant technology stage while introducing the world's first "ultra-HD" TV using organic light-emitting diodes (OLED).
Hirai stopped mid-speech during his presentation as the screen went blank.
"This revolutionary TV combines the world's largest OLED display with dazzling 4K resolution, including this beautiful ... interface screen," he said, turning to see the screen show a computer error as chuckles rippled through the crowd.
Hirai carried on with his presentation, at one point looking back at the 56-inch display only to see the error continue.
"Excellent," he said.
A Sony staffer rolled the TV away as he continued.
Hirai said the set was a prototype and did not announce the price or availability.
Later, he appeared to be good-natured in a reception for journalists.