Japan's National Broadcasting Corporation, NHK, reckons OLED displays don't last long enough. And they have a point, because OLED pixels that are exposed to the air can lose half of their brightness in just 100 days. Commercial products are of course protected from the elements, but they're not perfect. This is where iOLED comes in. NHK inverts the anode and cathode layers in traditional OLED configurations, hence the added "i", and then adds an additional protective coating above the cathode. The result is a display that retains its brightness even when not fully sealed from the environment. Hopefully, this sort of solution will make its way into OLED TVs by the time OLED TVs are actually affordable, but in the meantime we're expecting to hear more about NHK's technology (and maybe see it in action) at Display Week later this month.