<p>Sony Bravia S990A HDTV is the first curved LED LCD set.</p><p>As if shopping for a new HDTV wasn't complicated enough, Sony added another option for HDTV purchasers on Wednesday. The latest choice: Would you prefer your screen to be flat or curved?</p><p>Yes, the curved screen era is officially upon us. It kicked off in late July when LG introduced the first 55-inch OLED HDTV, at a cost of $15,000. The following month, Samsung counterpunched with its own 55-inch curved OLED at $9,000. Now Sony is offering curved technology in the Bravia S990A, an edge-lit 65-inch LED LCD at a more down to earth price of $4,000.</p><p>The Bravia S990A's curvature is supposed to offer more immersive viewing, but could also mean visual distortion.</p><p><a href="http://www.nbcnews.com/technology/sony-throws-hdtv-shoppers-curve-curved-65-tv-8C11073469">Keep reading...</a></p><p>Read also:</p><p><a href="http://www.ign.com/articles/2013/09/04/sony-announces-65-inch-curved-led-hdtv-for-4000">Sony Announces 65-inch Curved LED HDTV for $ 4000</a> (IGN)</p><p><a href="http://www.pcmag.com/article2/0,2817,2423962,00.asp?kc=PCRSS03069TX1K0001121&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+ziffdavis%2Fpcmag%2Fbreakingnews+(PCMag.com+Breaking+News)">Sony Rolls Out World&#039;s First Curved LED HDTV, Sub-$ 5000 4K Screens</a> (PC Magazine)</p><p><a href="http://www.geeky-gadgets.com/sony-s990a-curved-screen-led-hdtv-is-the-worlds-first-2013-09-05/">Sony S990A Curved Screen LED HDTV Is the World&#039;s First</a> (Geeky gadgets)</p><p>Explore: <a href="http://news.google.com/news/more?ncl=d1dCPXZslFRXUPMLbhXdC0C0VyGEM&ned=us">27 additional articles.</a></p>