Panasonic claimes to have set a world record by selling its 300 millionth TV set.

The Japanese manufacturer, which started producing televisions 56 years ago, says it is the only TV manufacturer to reach that level of production.

In November 1952, the first black-and-white set rolled out of the company's Japanese factory. Eight years later, Panasonic became the first colour TV manufacturer in Japan.

In 2003, the company released its flagship VIERA line of flat-panel digital TVs. To coincide with the 300 millionth television, Panasonic is releasing the newest VIERA model, the TH-50PZR900, which has been available in Japan since September 10.

Panasonic hit the 100-million set milestone in 1985 and the 200-million mark in 1998.

Already looking toward its 400 millionth set, Panasonic said in a news release that it is moving to develop ultra-large screens and super-thin display panels and that it will also "improve its wireless technologies to make the best of the new flat-panel TV".