It's kicking off big-time at the IFA consumer electronics show in Berlin this morning, with most of the major manufacturers holding their press conferences throughout the day.
Our four-strong news team has been up since the early hours dashing from one venue to the next, hotly pursuing the latest news from Philips, Sony, Sharp, Toshiba and Samsung, among others.
We've already brought you news of super-slim and LED Backlighting TVs from Philips, a new flagship Blu-ray player from Sony and some snazzy new Alumni speakers from Mordaunt-Short.
There'll be plenty more to come today and tomorow, so keep checking the site for regular news updates. Remember, it's our mission on whathifi.com to bring you all the latest hi-fi, home cinema and TV news first.