Sony KDL-V40XBR1 BRAVIA 40" XBR(R) LCD Television
I love this TV so much ...
I bought two!  It true what they say about LCD TVs: the color saturation in not as rich as plasma TVs (the blacks are not as dark).  But what LCD TVs have is crystal clear, crisp moving pictures.  The 1080i picture quality of the Bravia 40 is so sharp its simply amazing.  I have seen many plasma TVs including the Pioneer Elite and the Bravia 40 beats them for clarity.  And if you set the Color Space from Normal to Wide, the colors are simply more vibrant.  (I am not sure why this is not the default setting for this TV).<br /><br />As a bonus, this TV also comes with a built in HD tuner and I can use it to pick up HDTV broadcasts using an antenna or using my cable company's basic service.  The other thing I like about this TV is that is has a VGA connector to connect to my laptop and the picture and sound quality there is excellent too.  LCD TVs don't suffer from the picture burn-in that plasma TVs do.  They are much lighter in weight.  And they have a longer life span.  The speakers are wimpy so buy a good home theater system to do this TV justice.