The not-so-flat-panel: Curved OLED TVs start selling in U.S., for $15,000

Models pose with a Samsung Electronics Co.'s 55-inch curved OLED TV during a press conference at its headquarters in Seoul, South Korea, Thursday, June 27, 2013. (AP / Ahn Young-joon)

Flat screens have been a selling point for TVs for more than a decade. Now, LG and Samsung are making a selling point of screens that are not flat.

The two Korean electronics companies are launching TVs in the U.S. this week that have concave screens, where the middle bends away from the viewer. That's the opposite of the convex bulge of the old cathode-ray tube TVs. The idea, the companies say, is to envelop the viewer

The sets have a suggested price of $15,000. LG's set will be sold in some Best Buy stores. Samsung's will be sold by specialty stores.

The curved sets are made possible by a technological breakthrough -- the picture is formed a thin, bendable layer of organic light-emitting diodes.