Toshiba's Vice President of Marketing for Television Products Scott Ramirez talks about the state of the consumer electronics industry during a news conference at the annual Consumer Electronics Show (CES) in Las Vegas, Nevada January 7, 2009. REUTERS/Rick Wilking

LAS VEGAS (Reuters) - Japan’s Toshiba Corp will launch an advanced TV powered by its Cell high-performance microchip this year, to better compete with larger rivals like Samsung Electronics Co.

The Cell, now used in Sony Corp’s PlayStation 3 game console, was developed by International Business Machines Corp, Toshiba and Sony and is dubbed a “supercomputer on a chip”.

The Cell enables a TV to simultaneously show up to 48 separate moving pictures on one screen, and offers ultra high-definition graphics.

The price and sales target for the Cell TV have not been fixed, Toshiba executives said on Wednesday at the Consumer Electronics Show in Las Vegas.