If there's one thing to be said about the TV market, it's that you'll never lack for choice. Barely a week passes without a new range of screens from someone, and today it's the turn of Sony with the Bravia KDL-V4000.
Hot-on-the-heels of the W4000, the latest range of LCD screens will initially be available in 40, 46 and 52in versions with more sizes to follow later this year.
Getting to the bottom of what's new with the screens and how they differ from the other ranges, can be an altogether more taxing proposition.
Most pertinently, the KDL-V4000 has a 1920 x 1080, full HD resolution, while it also has the latest Bravia Engine 2 – an upgrade on the 'V3000's engine.
The set has the latest Sony design, inspired by the company's 'draw the LINE' concept – damn you and your scatter-gun approach to capital letters, Sony.
The 'V4000 has a digital Freeview tuner, claims a 33,000:1 dynamic contrast ratio and offers its '24p True Cinema' mode, purporting to this telly's 1080p/24fps compatibility.
Elsewhere you have three HDMI connections to choose from and Bravia Sync control technology is of course incorporated.
As is now the norm, Sony claims the V4000 series is energy efficient, too, thanks to its auto shut-off function and a claimed standby power consumption of 0.19 watts. Sony also claims all the parts of the screen are easily separable should it come to be recycled.
Prices and a review to follow, but in the mean time you can look forward to a review of the Sony KDL-40W4000 in our July issue Supertest.