Sony Bravia XBR-Series KDL-40XBR4 40-Inch 1080p LCD HDTV

Whow, I'm so glad I went for this one! After month of research I was still insecure whether it would be worth paying the x-tra $$$. It is- I haven't regret it even for a second. This is a TV that does not only look awesome when it is "on" but it is also a piece of art in the "off" position! Most of the LCD TVs have this horrible piano gloss finish-if you are annoyed by the reflecting lights in the glossy frames like me then go for the XBR4! There is nothing that distracts you from watching your favorite show;-)
The picture quality, the ease of use and set up, the great tuner that finds channels that I didn't even know I get...I really can't find anything to complain about.

The Sony Hi Def TV with the Bravia engine has so much detail as though you could reach into the screen. Only smell-i-vison would make it more real!

I think this LCD TV has the best picture of all.Very close to plasma without the glare.My problem is the cooling fan.It's loud.I tried two of these units and both had loud cooling fans.It's up to you if you can live with it or not.If you can,you will be blown away.Go to a TV store with a video wall of TV's and you be the judge.This TV wins hands down.
Supposedly the XBR5's don't have this issue.

You have to see this set in use to believe it. The sharpness, color depth and accuracy, incredible detail and enhanced reproduction of moving objects is just amazing. Everything looks better on it. There are also over 20 adjustments for the picture alone. On-screen menus are quick and easy to use.

It really isn't a TV at all, but rather a small cinema.

This is my first HDTV. It was expensive, but the picture is fantastic, especially for sports and movies. The range of good viewing angles is better than I expected. I find the black deep enough. I chose LCD over plasma for two reasons. First, LCD is said to be substantially more energy efficient. Second, LCD works better in rooms that are not dark.