“TV's just keep getting thinner and customers have fully embraced the change,” said Comet’s head of brown goods, Bill Moir, once torn from his anorexic soapbox.

“From the big black boxes of yesteryear, 95 per cent of all the TVs we now sell are flatscreen.”

Moir said he expected this new technology to fly off the shelves as people “clamour to get their hands on this ground-breaking new bit of kit”.

With a profile of only 32mm (excluding the bezel) it makes even the sveltest of TV’s currently available look like they’ve had too many pies.

And it appears the days of attaining a TV and a hernia in the same day are long gone.

At only 10.9kg even the ironically named Mr Muscle from the cleaning ads would have no trouble lugging it up a flight of stairs. 

You can get your paws on it from next month for £1,300. Be gentle.