What’s more, this unusually acute vibrancy – even by LCD’s typically aggressive standards – doesn’t seem forced. In other words, colour tones still generally look realistic, rather than slipping into the sort of cartoonishly OTT appearance that can make, say, Eastenders, look like the latest episode of Scooby-Doo.
The other great thing about the 37DR7SJ’s pictures is how superbly detailed they look. Every last pixel of texture and clarity is squeezed out of both a Sky HD feed of Spider-Man 2, and the miniaturised graphics of HD Xbox 360 title Lord of the Rings: The Battle for Middle Earth.
Impressively, unlike disturbingly many LCD TVs, the 37DR7SJ’s sharpness isn’t restricted to high definition. DynaPix HD works near miracles in making standard definition sources crisper too – so long, at least, as those sources are of a decent quality in the first place.
We’re forced to add that last qualification for the simple reason that DynaPix can lose its way where a source is particularly grainy or fuzzy, causing smearing and image lag.
Now we’re into a negative vein of thought, perhaps the 37DR7SJ’s worst fault is that while its black levels can reach reasonably deep, there’s a blue undertone to black areas that can obscure some background details and make dark scenes look slightly unnatural.
Another issue you need to be aware of is that Super Digipure needs to be treated with kid gloves, since if you set it any higher than its Minimum level, it causes the picture to look unpleasantly gritty and noisy. In fact, we’d probably recommend that you deactivate the feature completely.
The 37DR7SJ’s sound is better than you might expect given the bodywork’s rather flimsy appearance. There’s certainly no sign of the audio pyrotechnics delivered by some of JVC’s current higher-end models, particularly when it comes to picking out the sort of treble details that can bring a good soundtrack to life. But it can nonetheless produce enough volume, bass and mid-range clarity to generally satisfy without the speakers distorting or the cabinet rattling.
The 37DR7SJ is a perfect example of why you should never judge a book by its cover. For while it might be no LCD classic, it’s certainly much more respectable than you’d guess from its bargain bucket exterior.