The television industry is nervously watching Apple, long rumored to be preparing its own TV. The steady backdrop of rumors about if and when the company will reveal such a device has increased recently, with the approach of Apple's Worldwide Developers Conference from June 11 to 15 in San Francisco.

Uehara spoke just a month after Panasonic booked a US$10 billion loss for last fiscal year, the largest ever for a Japanese manufacturer. Along with domestic peers like Sony and Sharp, Panasonic has struggled to stem losses in its TV business, long a mainstay.

The Osaka-based firm has continued to back plasma technology as part of its TV strategy, which technically is superior to LCD in areas like screen refresh rate but has failed to catch on with other manufacturers. This means that production equipment and components remain scarcer and more expensive.

Uehara said the company will continue to offer both plasma and LCD sets

Computex, one of Asia's largest electronics and component shows, runs this week.