What is this unusual LCD controller technology?
Seems to be what NEC refers to as VIT, Value Integrated TFT Technology. Alternatively known as SoG, System on Glass. They differentiate it from Chip on Glass or Chip on Film/Tape.

But the tech isn't that old. A press release shows maybe 2007.


  Due to the high electron mobility of the low-temperature polysilicon used in VIT technology, high-speed peripheral circuits such as drive circuits can be integrated on the same glass substrate as the LCD.
  In comparison with COG and COF designs that employ external drive circuits, this integrated approach significantly reduces the number of connections with external circuits and allows for higher image definition that is less affected by the connecting pitch to external drive circuits. 
  Taking into account the entire display module, including the backlight system and external circuit board, the reduced number of components and connected lines results in a smaller, slimmer, more lightweight display body as well as improved resistance against shock and vibration.
  NEC LCD Technologies will continue its efforts to add further value to its LCDs by integrating still more functions on the glass substrate.




A white sheet from the NEC Technical Journal (Vol 1, No. 3/2006, PDF) has more in-depth tech info, as well as stating that the SOG technology was first used as far back as 2002.


  Abstract
  The SOG-LCD is formed by integrating the LCD and driver LSI functions onto a glass substrate and it is expected to achieve opti- mum display device status for personal/mobile equipment in the broadband age.