Toshiba will not be debuting any new TV models at the Consumer Electronics Show in Las Vegas next week, and it appears that the Japanese tech giant has decided to ditch the under-performing market segment altogether in order to focus on other parts of its business.

Twice reported that the principal reason for Toshiba’s slide has been its inability to adjust to the “evolution of digital flat panel LCD TVs.” The household name has not performed well at Best Buy and other big-box stores, as product and strong marketing from rival firms has put them in position to beat Toshiba.

While U.S. consumers may be very familiar with the brand name, Toshiba has seen its North America TV market share drop from 3.7 percent in 2012 to just 1.7 percent in 2014, according to research firm DisplaySearch, Digital Trends reported. The market share slip suggests Toshiba is being squeezed out by not only Korean tech juggernauts LG and Samsung, but Vizio and Chinese firms Hisense and TCL. According to Digital Trends, DisplaySearch reported that Vizio has seen its market share rise from 11.1 percent to 16 percent from 2012 to 2014.

In a statement, Toshiba Corporation said it “is currently evaluating the business model for the U.S. consumer TV market as part of the company’s measures to reform its Visual Products business worldwide.” The company added that it would “announce the details when the decision has been finalized in the next few months.”

For this year’s CES, where the world’s tech companies showcase new wares that will arrive at retail offline and online throughout the year, Toshiba plans to showcase “new tablet and consumer storage offerings,” a company spokesman told Twice, adding “we will be demonstrating technologies that highlight our vision for the Human Smart Community.”