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For models 32in and below Panasonic uses LCD technology. For 2007, its models enjoy the same processor improvements as its plasmas, as well as offering an Intelligent Scene Controller which adjusts backlight brightness and contrast dynamically according to the scene being displayed. Panasonic claim that the new range can do this up to a seventh of the level of the previous LX60 model. The bottom line is better LCD black level performance.

In the driver Motion Picture Pro has been implemented with 100Hz to reduce blurriness, which will make fast moving scenes such as sports, smoother than ever. This works by interpolating movement by analysing the previous and next frames. It can work on all input sources and can work with movement in all planes of motion; vertical, horizontal and diagonal.

Use of In-Plane Switching (IPS) technology also means that the LCD display will have a very good viewing angle to 178 degrees., with little to no colour shift when viewing from the sides.

After talking up their TVs, a curtain was then pulled back dramatically revealing its full range for 2007, moving from its smallest LCD up to its outrageous 103in plasma, which is actually in production.

The new base TVs are the 37in TH-37PX70B, the 42in TH-42PX70B and the 50in TH-50PX70B. These have a new sleek all black design that I thought looked pretty great.

The ‘step-up TH-50PX700B and the TH-42PX700B both have SD card slots, which can play back H.264 HD movies recorded onto SD card using Panasonic’s SD1 camcorder which Riyad previewed earlier this year. Ironically the ‘step-up’ models have a silver stand which I don’t think looks as good as the base models. The TH-50PZ700B meanwhile, is a FHD, 1,920 x 1,080 model. The step-up models will also feature three HDMI slots – two at the back and one at the rear.

We were then shown some side by side comparisons of Panasonic’s TH-42PV70 next to what it claimed was a competitors leading product, which looked very much like a Samsung. We were told this had a 6000:1 contrast ratio while the Panny has a claimed 10,000:1 ratio – though on its 50in FHD panel this actually drops to 5,000:1. You can clearly see in the picture the difference between them – the blacks on the left are properly black and it truly looked much better. The downside though is higher reflectivity - you can clearly see a reflection of the people standing round, which isn’t there on the LCD. The simple way round it is to watch in the dark.

One thing I can’t forget to talk about was Panasonic’s claim that it was very concerned for the environment. This is a badge that all companies really want to wear proudly as it’s a real area of concern right now and will only become increasingly important.

Pansonic says that it is fully RoHS comliant and that it no longer uses lead in its Plasma production process and says that it’s the first plasma production company to do so. This equates to 70g per panel equivalent to 260 tonnes per year.

The other area is that the speakers in all its plamas and high-end LCDs will be constructed of bamboo rather than wood. The reason for this is that bamboo is more sustainable as it grows back much quicker.

To emphasise the point there was a man dressed as a Panda walking round pretending to eat bamboo. Well, what can you say?

Finally, there was a sneak peak at what’s coming for plasma – a model offering 10 lumens/Watt brightness, compared to the 2 lumens/watt that current screens offer. A prototype of these was on display and there was no denying its impact. In fact, it kind of spoilt the effect when going back to the current line up.

Either way there’s plenty to like about the current line-up of screens and still more to look forward to from both plasma and LCD technology.

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