It's not as simple as a rear projection onto glass, otherwise, how could you possibly get black? No, it must be some kind of LCD tech combined with projection, one that can make sections of the glass opaque and anti-reflective, as well as absorb ambient light. There's simply no way RPTV would look so good under such ambient conditions without tricks.
See
Sony's "Black is Beautiful Screen" for another example.
Edit: the company that manufactures the holographic film is here
http://www.wedgwood-group.com/projector_screens_holographic.htm and the TV shown as a "Sony" TV is actually made by this company:
http://www.clarotv.co.uk/page2.html
It appear some false advertising/photoshop going on, since given the ambient light, there is no way you'd get blacks like that. I've seen glass projections before and they were super washed out. You'd need a surface capable of rejecting reflection and transmission of ambient light (selectively, otherwise when the TV was "off" it wouldn't look like glass, but like matte black) as well as permitting selected wavelengths to pass through.
Sony's black screen technology does this, but it is not transparent like glass.