LG Display has unveiled a 65-inch screen that can roll and unroll on demand.

The concept has been in the works for years but has never been in product form that is being released commercially. LG leaders showed off the new TV at the annual Consumer Electronics Show in Las Vegas this week and said consumers will be able to get the TV in 2019.

The LG Signature is an answer to what electronics manufacturers say is a demand by consumers for the diminished presence of large TV screens in living rooms when they are not being used.

Samsung has a product called Ambient Mode that blends a TV screen with a wall behind it when it is on standby, and says it merges with a room's decor.