If it's a Panasonic flatscreen TV, it's now a Viera - the company has extended its sub-brand to cover all its flatscreen televisions.
And it's launching no fewer than 16 plasmas and five LCD screens at the CES show, including new sizes for the company.
Pictured is one of the new screen size - it's the 46in TH-46PZ800 (there's also a PZ80 version) - while Panasonic is also extending its LCD line to 37in, with two new models, the TC-37LZ85 and TC-37LZ800.
In fact, the Panasonic US line-up comprises no fewer than five complete ranges. The flagship is the full 1080p Z850 series, comprising 46-, 50-, 58- and 60-inch models. They include features such as IPTV access, 30,000:1 contrast ratio, four HDMI connections and SD card slots, as well as THX certification for video and a Pro Setting Menu, enabling users to access calibration software.
The company is making a big play of the SD card across its range: it's launching a new 32GB SD card, able to hold over five hours of HD television.
The entry-level LCD models include 720p 26- and 32-in models, as well as the 1080p TC-LZ85. The more upmarket premium LCD range features four HDMI inputs in place of the lesser models' three, and a new 'one sheet of glass' styling job.