TV screens that hang on the wall present consumers with new choices

04/03/2003

By DOUG BEDELL / The Dallas Morning News

We may not have flying cars yet, but the new millennium has at least brought us televisions that hang on the wall.

Prices for thin, flat, high-definition monitors are finally dropping from the stratosphere into a somewhat more affordable realm. Some are now under $5,000.

At the same time, shoppers have more choices. Until recently if you wanted that wide, oh-so-cool hanging display for your living room, only one technology could deliver – plasma. But now, liquid crystal displays, or LCDs, are rapidly entering the large-format television marketplace.

Which is better?

The experts are somewhat divided. Largely, they say, it depends on the quality of the panel manufacturing. Today, a well-made LCD can rival the performance of plasma in many areas where it has been traditionally inferior.

"There are so many different choices now, it's really making it harder for the consumers," says video analyst Paul D. Semenza, executive vice president of the research firm ISuppli/Stanford Resources. "They really have to read up."

Plasma screens had owned the large flat-panel television market because manufacturing techniques made it easier to fabricate big sheets of the display material. LCDs dominated notebook and desktop computer markets because they were easier to produce in smaller dimensions.

"Up until a year ago, the largest LCD you could get was 20 inches or so, and that wasn't large enough to get into the big-screen business," says Marty Zanfino, product development manager for Mitsubishi Digital Electronics America, which is producing both plasma and LCD televisions.

But things are changing rapidly, Mr. Zanfino says. Within two years, Samsung plans to produce a 52- or 54-inch LCD monitor. The largest plasma screen now available measures 63 inches diagonally.

As LCDs get bigger and plasma screens get smaller, the two technologies may find a common battleground at about 40 inches, experts say. At that size, consumers could be forced to decide between LCD or plasma screens costing exactly the same.

Prices are already moving in that direction, says Mr. Zanfino. Last year, a 32-inch Sony plasma screen cost about $6,000, while a 30-inch Sharp LCD unit was priced at $7,000. This year, either can be purchased for about $5,000.

And Gateway has thrown the plasma industry for a loop by releasing a lower-definition, 42-inch plasma monitor priced at $2,999.

Each technology has its advantages and drawbacks. Here's a rundown of some of the main comparison points:

Motion: Plasma monitors produce images and colors by electrically charging small pockets of gas arranged between two panes of glass. LCDs work by forcing light though tiny shutters that open and close rapidly. Because gases can respond more quickly than the LCD shutters, plasma does a better job of showing fast-motion video, experts say. Although LCDs are getting better, gamers and high-end videophiles may notice ghosting and other distortions when the action on the screen gets fast and furious.

Color: Neither plasma nor LCD can produce the deep black colors available from traditional TVs based on cathode ray tubes. But the way they produce color can lead to noticeable differences. Plasma cells produce their own light. They glow when electrically charged. Therefore, says Mr. Zanfino, plasma tends to produce brighter whites and slightly more vivid colors.

Crispness: If you plan on hooking your computer into the display, an LCD usually shows intricate text more clearly.

Heat: Here's where LCDs have a definite advantage. Plasma screens require more than twice the amount of electricity used by LCDs. The continuous charging of plasma's phosphor gases also produces heat, forcing manufacturers to outfit their sets with fans. Sometimes the sound of the fan is loud enough to irritate viewers in a quiet room.

"Late at night when the house is quiet is when you notice them the most," says Mr. Zanfino. "People who have them in their bedrooms tend to notice them more than those who have them in a noisy living room."

Burn-in: As it ages, phosphor tends to get dimmer, which can create permanent ghosting. Leaving a video game displayed on a plasma TV for long periods could permanently etch images into the display. LCDs are less susceptible to burn-in.

Weight: Advantage LCD. Plasma screens are made with heavy glass plates. The technology requires more wiring and equipment to be packed inside the panel encasement. Plasma screens can weigh 100 pounds or more, making them hard to transport for servicing. Even the largest LCDs weigh 20 percent less than plasma screens of similar size.

Viewing angle:

More competition within the LCD television market is on the way, says Mr. Semenza. And that, he says, is good news for consumers.

"It's really just the beginning of what's going to be quite an aggressive push in products," he says. "I think we're going to see continued price drops from here on out."