This is the look of Sony's new W4000 range of LCD TVs, which have finally been announced officially.
The new sets come in 32in, 40in, 46in and 52in sizes, are all Full HD 1080p designs with 24fps handling and x.v.Colour compatibility.
They have integrated HDTV tuners, AVC-HD decoding and Freeview tuners, along with a cable tuner able to handle HD programming.
How relevant that HD reception capability will be depends, of course, on support from HD service operators, but the TVs are fully equipped to handle high-definition signals. They use a 10-bit LCD panel (apart from the 32in model) with 10-bit picture processing, along with Sony's Wide Colour Gamut Cold Cathode Fluorescent Lamp backlighting, to give better colour handling.
A further feature is Picture Frame mode, enabling the TVs to display either pre-installed images or user photos stored on a USB. The screen can be set to reduce brightness and show these images when not in use.
The sets also have Bravia Sync, allowing one-button control when used with other compatible products, and three HDMI inputs.