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Otherwise the only flexibility you get is in the Anthracite and Platinum colour options we mentioned earlier, plus floor stand or wall mount options alongside the standard table-top base.
So far, we’re not really ‘getting’ the Modus L 37. So it’s just as well that its picture quality rides in on a silver steed and just about saves the day.
Colours, for instance, immediately impress with their freshness and vitality, lending punch to the ultra-pure hues of Viva Pinata on the Xbox 360, but also handling with fair aplomb the tougher demands of more naturalistic fodder such as the tricky, night-time skintones during the failed Berlin operation early on in The Bourne Supremacy.
The Modus L 37 is a good friend of high definition too, reproducing all the lovely fine detail that makes HD so special without looking forced, grainy or harsh. However, unusually for LCD technology the Modus L 37 isn’t only good with HD. The Image+ engine also works well with standard definition, adding plenty of sharpness without making the resulting image look over-processed – at least provided the source image isn’t completely diabolical. (That means you, re-runs of Quincey and Murder, She Wrote – but why are you watching that? Ed.)
The sort of all-round sharpness we’ve just described owes at least something to the Modus L 37’s motion handling. For the breathtaking marvellousness of the Derby/Southampton Championship playoff at Pride Park (Come on you Rams!) was made all the more enjoyable by the fact that you could actually see the players clearly as they charged about, without the usual LCD blurring.
Black levels are good to the extent that they actually get deeper and enjoy a more convincing tone than you might expect from the 800:1 contrast ratio claims. There’s a reasonable amount of subtle detailing in dark backgrounds, too, ensuring that dark scenes don’t fall flat.
However, there’s also no denying that the Loewe’s black levels aren’t in the same depth ball park as the best the LCD and plasma worlds have to offer, with definite signs of greyness over the darkest corners. This is, it has to be said, a little hard to take on a TV at the higher end of today’s 37in LCD price bracket. As, come to that, is the degree to which the picture loses colour and contrast if watched from any significant viewing angle.
Loewe can usually be relied on to deliver some A-List audio – but here too the Modus L 37 doesn’t quite give us what we want. It sounds decent certainly, maybe even good; but only to the same extent that many other large LCD TVs sound good. There’s nothing truly outstanding to be heard.
In itself the Modus L 37 is a perfectly amiable TV. The problem is that we can’t talk about it ‘by itself’. Instead we have to also talk about its price, and it’s at this point that the Modus L 37’s attractive veneer cracks. For the bottom line is that it ultimately just isn’t outstanding enough to make £1,700 sound reasonable. In other words, if Loewe is going to be successful with its new ‘premium brand’ hopes, it’s going to have to work harder than this. We await the brand’s upcoming new ‘high end’ TVs with considerable interest…