since 2005. In 2006, Sony lost its decades-long No.1 market share in the global television market. In November 2007, the Sony XEL-1, the first OLED television, was released and manufactured for two years. Later in 2013, Sony demonstrated the first 4K OLED television. As of 2012, Sony was the third-largest maker of televisions in the world and the business unit had been unprofitable for eight consecutive years. From 2011, Sony started restructuring of its loss-making television business, mainly by downsizing business units and outsourcing the manufacturing of display panels to the companies like Sharp Corporation, LG Display, and Samsung Electronics. In December 2011, Sony agreed to sell all stake in an LCD joint venture with Samsung Electronics (S-LCD) for about $940 million. On 28 March 2012, Sony and Sharp announced that they have agreed to further amend the joint venture agreement originally executed by the parties in July 2009, as amended in April 2011, for the establishment and operation of Sharp Display Products Corporation ("SDP"), a joint venture to produce and sell large-sized LCD panels and modules. The agreement was eventually terminated as Sony parted ways. Sony's small-sized LCD business subsidiary and medium-to-large-sized OLED display business unit were spun off and became part of Japan Display and JOLED, respectively. In 2017, Sony launched OLED televisions under the BRAVIA brand. Also, Sony has sold a range of tapes, discs, recorders and players for videocassette, DVD, and Blu-ray formats for decades. Photography and videography Sony offers a wide range of digital cameras. Its point-and-shoot models are branded Cyber-shot, while DSLRs and mirrorless models are branded Alpha, though Sony no longer makes DSLRs. It also produces action cameras and camcorders, with the company's cinema-grade products being sold under the CineAlta name. Sony demonstrated a prototype of the Sony Mavica in 1981 and released it for the consumer market in 1988. The first Cyber-shot was introduced in 1996. Sony's market share of the digital camera market fell from a high of 20% to 9% by 2005. Sony entered the market for digital single-lens reflex cameras in 2006 when it acquired the camera business of Konica Minolta. Sony rebranded the company's line of cameras as its Alpha line. Sony is the world's third largest manufacturer of the cameras, behind Canon and Nikon respectively. In 2010, Sony introduced their first mirrorless interchangeable-lens cameras, which were the NEX-3 and the NEX-5. They also started a new lens