I recently downgraded in size (46" to 40") because I found my last tv, Sony as well, was too big for the room. I did upgrade in resolution however (from 720 to 1080p). My previous Sony was (and still is) a great tv but I am absolutely impressed with this tv. I wandered through the store looking at the LG (42"), a Samsung (40") and this Sony. All were 1080p as well. Viewing the images on all three of these screens was pretty similar in my estimation. Although it is hard to tell in the stores for many reasons... length of time the sets are on, are they connected to hd signals, too much lighting, etc. The reason I chose the Sony was mostly due to my satisifaction with my previous tv.
It was easy to set up. My only complaint about set-up is the cable input. It was a terrible choice (flaw) to place it in a spot you can barely manouver around. This took me the longest.
I hooked up my Samsung HD/Blu-ray player and it connected and played flawlessly via hdmi. I threw the disc 'Cars' in (blu-ray) and I was blown away by the picture quality. I put in X-Men: Last Stand (standard dvd) and was equally impressed given it is just a standard dvd. By the way, you will enjoy your movies and tv viewing more in a room with minimal lighting. That's pretty standard with all hd sets.
It does take a bit to start the set up, but it really is worth the wait.
Sound quality is fair for a tv of this kind but I have mine hooked up to a receiver and surround so it's a non-issue for me.
I miss that it doesn't have the two inputs for cable/antenna like my previous Sony. I enjoy some very good reception here and can receive up to 7 local broadcasts in HD including all the major networks. It requires a splitter to do this.
Since it was a Sony TV purchase, the store had a deal on for a Sony BDP-S350 1080p Blu-ray Disc Player for 50% off. I picked it up but plan on selling it.
So even with the downgrade in size, I don't even notice it.
I would highly recommend this tv for anyone looking for a 40" to 42" hd tv in this price range. You won't be disappointed.
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