We recently heard rumours about Panasonic Readying a 37in OLED TV for 2011, and now those seem to be backed up by further claims, again from Japanese newspapers' (this time Nikkei - a pretty reliable source usually) stating that Panasonic is now set to up that to 40in, although still in the same timeframe.
Supposedly some ¥100 billion (~£467 million - take that Sony with your mere ¥22 billion) will be invested in a production facility currently geared for producing more traditional LCD panels. A production line of prototype 20in and larger OLED screens would come online next spring leading to the aforementioned complete takeover of an LCD plant in 2010.
The suggestion that OLEDs would hit 40in is a curious one, as Panasonics current policy has been to use LCD up to 37in, thereafter switching to plasma - which is physically limited in how small the panels can be. Presumably there's a reason for this, but until Panasonic makes an announcement up either way we'll just have to be confused.