Walking into a Panasonic dealer for the uninitiated is a little like wandering in to a Starbucks for the first time for a cup of coffee.
There's a plethora of options to choose from: different names and sizes, and, hopefully, something for everyone.
We're no experts when it comes to lattes, but we can tell you that the S Series is Panasonic's budget Full HD range – and as fine a 37in set as we saw last year, as our 2009 Award testified.
Watch that price plummet
A quick glance this year delivers an instant hit of good news. The TX-L37S10 is now widely available for a tasty £600 – even less if you hunt around.
Still, a few months can be a long time in the TV industry.
It's not quite long enough to see the specification look long in the tooth, though. The three HDMI inputs, with one helpfully placed on the side, should be enough for most people – though four is becoming common now – while the 1920 x 1080 resolution is standard.
Analogue and digital TV tuners are a given, there's a digital optical out and an SD card input.
The remote control is familiar, as is the design of the set, and, while neither sets our pulses racing, they're simple enough to use and easy enough on the eye. The simple initial menu system is as good as any.
The IPS-alpha panel allows, claims Panasonic, 178-degree viewing, and watching TV, there's not too much to complain about.
‘Exemplary' we called it in our Awards issue, and while it's still very watchable, the ‘minimal interference' from noise we noted is more relevant in this improved company.
Still, the natural colour balance and impressive insight ensures a solid delivery should you use the digital tuner.
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Switch to some Blu-ray content and District 9 again thrives on the poised colour palette and excellent detail recovery that combine to deliver texture and life to skin tones alongside impressively realistic panoramas.
Black levels are now not as consummate as the best available; there's a slight loss of solidity to low-lit scenes that have a tendency to fade off the screen. And sonically this set is no great shakes, sounding rather thin, but at least it is fairly clear.
A hefty price cut and at its heart a fine performing set, but enough to stay at the top? We don't think so. Fresh contenders have raised the bar.