Panasonic and Pioneer may be the only two players really worth considering in the Plasma market (especially now both have access to Kuro technology) but that doesn't mean we can't be excited by the reports that the former party is also set to enter the OLED market with a 37in model. The rumour comes from Japanese newspapers, apparently, and to us via PC World (the US publication, not the UK chain) - helpful, seeing as we don't get many Japanese publications in Berkshire.
Where things fall down is that the newspaper report apparently reports that this 37in OLED offering would be made available "in the next three years". I don't think 2011 comes within anyone's definition of soon. Apparently Panasonic responded commenting that it was working on OLED technology but that it had no plans to start production yet. Given the rumoured three year time-span before production models would be available, that hardly sounds like a direct rebuttal of the claim.
Of course with Sony sinking some ¥22 billion in OLED development and supposedly planning to launch a 27in OLED TV by the end of the year (at what cost!?) it seems reasonable to assume every other company in the same market would want to get in on the act too. We can't let Sony have a monopoly after all.