The standard mode, "vivid" doesn't seem to do deinterlacing of 1080i signals correctly. (Movie and other modes work fine). He says this is the best LCD he's ever seen, but prefers Plasmas, like the TH-50PZ750U for better color accuracy and motion. (I don't like to underestimate the allure of brightness in a panel, esp during bright scenes, so am not sure I agree fully with Gary.)

Those waiting for a review of the XBR5, should note that this is technically the same set as the XBR5, but with a chassis that has detachable face plates. A 46-inch model is about $3600, retail. [HDGuru]

The bottom line is that Wilson and Louis, at the Sony event, describe these new LCD TVs as the best-looking TVs they've ever seen, inside and out.

The nicer XBR5 and XBR4 sets also have 120Hz tech, which Sony calls Motionflow, and 24 frame support at full high def.

The devil is in the details, and here's that for all three TV lines.

The XBR5 line is distinguished from the W series by its 120Hz support, which interpolates the original 60 frames with 60 tweened frames. The new TVs also all do 24 frame support, which all film content is recorded and mastered in, so hopefully its played back on these TVs without pulldown and jutter*. The TV does upscaling and deinterlacing by means of the "BRAVIA Engine Pro circuitry with Digital Reality Creation-MultiFunction v2.5". It comes in 52-, 46-, and 40-inch flavors.

The XBR4 line is basically identical to the XBR5. Except every equivalent size is $300 cheaper as an XBR4, and they have detachable color plates. (The XBR5 comes only in piano black.) Strange, but Sony did the same thing with the XBR3 and XBR2. Weird, I know.

Then there's the W line. There's the W line looks identical to the XBR5 line, but it lacks the 120Hz system. It also uses a lesser video processor, but Sony doesn't specify the difference: "Sony's BRAVIA Engine EX full digital video processing system with Digital Reality Creation-Multifunction v1.0 (DRC-MF v1.0)." Like the other two lines, it comes in 52-, 46- and 40-inch sizes.

Is there a caveat? Yes. Sonys have been known to have blotchy backlighting on some sets. I don't know if these have those problems, but its worth waiting for a full review before buying.

(*I think. The press info isn't clear if it will actually divide the 120Hz by 24 or if it does a 60 frame conversion first before jumping to 120Hz.)

XBR5 and XBR4 Pricing and Availability:

The KDL-52XBR4, KDL-46XBR4 and KDL40-XBR4 models will be available in August for about $4,800, $3,800 and $3,000, respectively. Also shipping in August, the KDL-46XBR5 and KDL-40XBR5 will be about $4,100 and $3,300. The KDL-52XBR5 model will come out in September for about $5,100. Sony's KDL-46W3000 and KDL-40W300 models will debut in July for about $3,500 and $2,700, respectively, while the KDL-52W3000 will be available in August for about $4,300.

W Series Pricing:

W3000 Series
KDL-52W3000 - $5100
KDL-46W3000 - $3500
KDL-40W3000 - $2700

– Brian Lam

With the LCDs, you get the standard black bezel in the box, but you can swap it for any of eight other optional colors including Scarlet Red, Pacific Blue, Arctic White, Sienna Brown, Titanium Silver, Midnight Black and—new for 2007—Rose Metallic and Champagne Gold at $300 a pop.

For the rear-projection sets, you can replace the black lower speaker grille with one of four colors including Burgundy Red, Metallic Silver, Satin Black and Cacao, $50 each.

I know, I know, sooo earthy. Here you were holding out for "Shocking Pink" or "Electric Orange", right? Sorry to disappoint. Maybe you'll get your wish next year.– Wilson Rothman

New Sony LCDs [Sony Electronics]
New Sony Microdisplay Rear-Projection Sets [Sony Electronics]