It's not every day that you get to check out the world's thinnest LCD HDTV, let alone all three "ultrathins" currently in production, but that's what's going down. Sharp's super insane new flagship, the Limited Edition Aquos LC-65XS1U-S, arrived at my door in a bulletproof shipping container, 138 pounds of metal and glass measuring 65 inches diagonal that you can barely see from the side. Yes, in spite of its full-frontal gravitas, it measures only an inch thick at its edge, and a slightly more flexed 2 inches in the middle. It's gorgeous and ridiculous and designed to hang on a wall with no more protrusion than a dainty sketch in a frame—only it can blast Casino Royale at 1080p, 24 frames per second, while your face melts, and I'd have to sell my car twice over to buy it.

I love you Giz readers too much to stop with something that none of us can actually afford—and if you can afford it, you'll be decent enough to not let us know—so I called in the new slender 1080p models from Hitachi and JVC, too. As much lower-priced sets, I thought they'd just be the icing on Sharp's Limited Edition cake, but they turned out to be, in their own right, fine specimens. Let's review, shall we?

Who Thin?
"Ultrathin" is best defined, at this moment, as a TV that is mostly thinner than 2 inches.

Hitachi's Director's Series 1.5 UltraThin UT37X902 (37 inches listing for $1,900) got its name because it's an inch and a half thick across its entire panel. It is a monitor with speakers, but no tuner and the barest of inputs—one HDMI and one VGA—to help it keep trim. JVC's LT-46SL89 (46 inches for $2,400) on the other hand is a true TV, with digital HD tuner, 3 HDMI ports, 2 analog inputs with option of component, composite or S-Video, and a PC VGA input. That adds a bit to the girth—while most of its main panel is one-and-three-quarter-inches thick, there's a middle section that is a fat three inches.

To give you a sense of comparison, Pioneer's fairly slim and lightweight first-gen Kuro plasma is nearly 4 inches thick, with a slimming bezel that measures about half that. Pioneer isn't content there, though—its newest Kuro Elite monitors are quite trim, and you'll recall last CES the company showed off an unbelievably thin half-inch plasma screen that's presumably nowhere near production.

WTF Thin?
When I asked Sharp Aquos product manager Tony Favia what the fuss was about all of these new super thin TVs, he said that customers, particularly high-end ones, wanted a TV that could hang on a wall as flush as art, and even fill in for art as needed. That's why Sharp loaded the XS1 with paintings: When you push "Image" on the remote, up pop masterworks by Hokusai, Renoir, Seurat and Van Gogh, about 10 or 12 total. You can't leave the TV set on a particular image, though, despite the remote's discreetly stashed Play/Pause/Fwd/Rew transport buttons.

The XS1 achieves its thinness in part by farming out its functionality: An accompanying AV box, tethered by a single long HDMI cable, doesn't just handle all of the inputs, but the digital tuner and AquosNet internet access as well. It's so integrated into the TV's life that without it that, though I was able to run a video source directly, I couldn't even touch picture settings.

The thing about thin is that it's not cheap, and as such, manufacturers aren't at liberty to cut out performance to slim down the screen. This is probably why the biggest successes in TV sales—Sony, Panasonic, Samsung and LG—haven't expressed outright interest in marketing slim product. In fact, Sharp is smarter than JVC and Hitachi, aiming the thin concept at particularly spendy customers (Russian oil barons, professional golfers, Alaskan governors who may soon sign book and/or TV deals), rather than just going thin to differentiate itself at the Best Buy.

You Can't Afford It
The sleek all-metal Sharp 65-inch XS1 Limited Edition costs $16,000. The 52 incher costs $11,000. The build materials have a lot to do with the cost. A critically acclaimed, plastic-encased 3.7-inch thick Pioneer 50-inch plasma (that weighs 13 fewer pounds) lists for around $4,000, and sells for as little as $2,500. So you're not a sheikh, I'm not a sheikh, why are we talking about a sheikh's TV? Favia said the company went for a "no compromise" approach, and as hard as I looked, I found just one technical compromise, one most (sheikhs) could live with. If the damn thing didn't cost so much, the XS1 would be one of my favorite TVs ever.

Speaking of the Kuro, I placed a first-gen model side-by-side to calibrate and compare, and though the Sharp LCD wasn't always as perfect as the Pioneer plasma, I was surprised to see how well it kept up. Even though the LCD is equipped with 120Hz Fine Motion Enhanced blur reduction, I realized that during the action sequences in Casino Royale it went with native 24p (24-frames-per-second) movie playback. There wasn't any noticeable blur. In fact, thanks to the massive LCD's dazzlingly snappy 4-millisecond response time, I found that you really didn't need 120Hz at all.

Contrast Is King
In the all-important land of contrast, this Sharp scores big. Sharp has, in the past, been criticized for confusing contrast with an overuse of darkness. The XS1 is obviously a ground-up redesign, but in that arena in particular, I found I could tweak settings to walk the line between crushed and bleached blacks. You don't see charcoal gray when you're supposed to see pitch black, and yet dark textures are plainly visible.

This has much to do with the tight grid of RGB LEDs behind the main panel that light only what's needed. This technique has recently earned Sony and Samsung high praise for contrast and color reproduction, but it has a third crazy attribute: The 65-inch Sharp is capable of using less energy than the 46-inch JVC and even the 37-inch Hitachi, because it lights only what it needs and doesn't require the constant glare of a fluorescent light source.

When it comes to specific wattage demands, the Sharp hovered in the low to mid 100s with peaks upwards of 200W. The plasma was averaging 250 or higher, maxing out during the brightest scenes at 400W. The JVC's 46 incher could be set, using the backlight slider, anywhere from 98W to 200W, and the Hitachi similarly ranged from 83W to 171W. Though nice and slim, both of these sets use constantly lit fluorescent lamps.

While contrast on these smaller TVs didn't immediately seem as good, I got a sneaking suspicion that LED backlighting is, at least in part, a psychological trick. See, constant FL light means that, when watching 2.35:1 widescreen movies, you get a touch of gray in the bars at top and bottom, at least you do unless you dial down the backlight and sacrifice some whiteness. With LED backlighting, the LEDs behind the letterbox's black bars are simply turned off. You perceive that contrast to be better since there are fewer dead giveaways of less-than-perfect contrast.

I'm not trying to uncover a mystery here; I'm just saying that once I ignored the light shining through the black bars, I was happy enough with the contrast and color—demonstrated below by Disney's new Sleeping Beauty Blu-ray, our friend HD Guru Gary Merson's favorite color-gamut test source along with, naturally, Southland Tales—on both the JVC and Hitachi. Sometimes "good enough" is actually "good."

The Last LCD Issue
The funny thing is that two of the three test TVs suffered from an annoying LCD-related problem, and it wasn't the cheaper two. Both the Sharp and the JVC, which in many ways could not be more different as TVs, lost color saturation and even shifted in tint when viewed from the most peripheral angles.

Viewing angle issues are far from new: Projection TVs and LCDs have continued to suffer from them for years and years (in some cases decades). And maybe you think that it's no big deal, since most people watch a TV sitting head on. But I think that ultrathin TVs—intended to hang flush on walls, and without a pivoting mount—should be especially good looking at every angle where the picture is remotely visible. The Hitachi alone managed to hold its colors to the very edge, losing only brightness, as you'd expect.

New Hope
In the end, I think this review session did more to renew my faith in LCD technology than it did to sell me on the whole ultrathin thing. I spent years at line shows wondering why anyone would buy an LCD when plasma was an alternative, and even the amazing rise of Sony and Samsung in the LCD space was clouded by the simultaneous rise of all those extra-crappy savings-club TVs.

It's worth noticing that these ultrathin sets don't hail from the current Korean, Japanese or Chinese TV powerhouses. But as flagships from their companies, they do an even better job boding well for the whole industry, at least from a technical perspective. Plasma can still enjoy its high noon, but at a cost—nothing here looked better than the Kuro, but it took twice the energy to deliver that marginally better picture. And when it comes to hanging these bastards on the wall, well, let's see if Pioneer's still going to make good on that ultra-ultrathin promise from last CES. If not, these LCDs are going to be the slim-o-cizers to beat. That is, until the first 40-inch OLEDs hit the market. [Sharp Aquos Limited Edition XS1; Hitachi 1.5; JVC SuperSlim]

The D65U/D85U lineup:

And releases for all three:

DENVER, September 3, 2008 – Sharp Electronics unveils, for the first time in the U.S., a next-
generation LCD TV Series that combines unprecedented image quality, the ultimate in thin
design and advanced environmental performance. This Full-HD 1080p Limited Edition LCD TV
Series, available in 65- (LC-65XS1U-S) and 52-inch (LC-52XS1U-S) screen class sizes (64
33/64” and 52 1/32” diagonals respectively), utilizes a newly-developed 10-bit Advanced Super
View (ASV) LCD panel that enables an extremely slim profile of only one inch at its thinnest
part, to achieve unmatched design and picture quality.
The Limited Edition series also includes Sharp’s AQUOS Net capability, a service that is
able to give users instant access to customized Web-based content as well as real-time
customer support.
“Since the introduction of the first AQUOS LCD TV in 2001, Sharp has continuously
achieved the highest levels of image quality and screen size,” said Bob Scaglione, senior vice
president and group manager, Product and Marketing Group, Sharp. “With the introduction of
the new flagship Limited Edition Series, we offer consumers a new audio-visual lifestyle, with a
superior picture in large screen sizes, as well as excellent sound quality, a striking design and
environmental performance befitting a truly ‘next generation’ LCD TV.”

Superior Picture and Sound Quality
Using the latest version of Sharp’s proprietary 10-bit Advanced Super View LCD panel,
this next-generation series incorporates a new RGB-LED backlight system for an
unprecedented 150 percent NTSC color gamut and extremely high Dynamic Contrast Ratio of
more than 1,000,000:1 for extremely deep blacks and crisp picture quality. The strong color
reproduction scale significantly improves color accuracy for dark scenes and delivers a brighter,
more vivid array of colors.
CEDIA EXPO 2008 • BOOTH #722 • COLORADO CONVENTION CENTER

SHARP® MAKES GROUNDBREAKING INTRODUCTION WITH
NEXT-GENERATION ULTRA-THIN AQUOS® LCD TV SERIES

Achieves amazing levels of image quality, environmental performance, and thinness

To deliver clear, natural sound to match the high quality of the picture, Sharp joined with
Pioneer Corporation to develop a thin-design speaker system that combines with Sharp’s
unique 1-bit digital amplifier.

Dramatic, Space-Saving Design
With a depth of only one inch at its thinnest part, the new Limited Edition Series TVs
provide an extremely small footprint, establishing a new design standard for LCD TV and
allowing for an even greater variety of installation styles, such as unobtrusive wall mounting.
These TVs offer a metallic edge around the frame for a stylish, sophisticated look, giving
consumers more freedom to incorporate the new models into the design of modern interiors.
Contributing to the slim frame of the screen, the Limited Edition Series has a separate
AVC system set-top box for all input terminals, which can be connected to the screen via the
included HDMI® cable or with an optional wireless connection to eliminate cable clutter.
Additionally, the units include five HDMI inputs as well as dual HD component terminals, all of
which are compatible with 1080p signals. For the ultimate in convenience, one HDMI and one
component terminal are located on the front of the AVC system, enabling easy connections. An
RS-232C port for custom installations and a dedicated PC input are also included.

Environmental Performance
Sharp has incorporated environmentally conscious, energy-saving technology into the
Limited Edition LCD TVs by equipping them with a new system designed to lower power
consumption during use by adjusting the screen brightness based on the level of brightness in
the area of installation.

For more information on Sharp’s full line of Liquid Crystal Televisions, contact Sharp
Electronics Corporation, Sharp Plaza, Mahwah, N.J., 07495-1163, or call 800-BE-SHARP. For
online product information, visit Sharp’s Web site at sharpusa.com.

DENVER, September 3, 2008 – Strengthening its position as a worldwide leader in flat-panel
Liquid Crystal Display Televisions (LCD TV), Sharp today introduces the AQUOS D85U series,
bringing more consumers a paramount high-definition viewing experience with premium
features and high-style design. The D85U series, available in 52- (52-1/32” diagonal), 46- (45-
63/64” diagonal) and 42-inch (42-1/64” diagonal) screen class sizes, uses 120Hz Fine Motion
Enhanced technology for an exceptionally clear and crisp picture. Additionally, these Full HD
1080p sets feature a sophisticated new design with angled edges that reflect the surrounding
décor, allowing it to blend fluidly into the ambiance of any room.
In addition to stellar specs and a new design, the D85U series keeps consumers’
electricity bill top-of-mind by employing a new energy-saving function. The “Power Saving
Mode,” available through the unit’s on-screen display menu, enables active contrast and active
backlight to reduce the energy of the television while in use. These models are also compliant
with the most recent Energy Star® standards.
“The new AQUOS D85 series is our latest 120Hz series and offers a price-competitive
home theater option, giving consumers an excellent viewing experience at a more attainable
cost,” said Bob Scaglione, senior vice president and group manager, Product and Marketing
Group, Sharp Electronics Corporation. “This series not only offers an elite high-definition
viewing experience, but also incorporates energy saving functions that allow users to lower their
TV’s power consumption.”
With Fine Motion Enhanced technology for 120Hz Frame Rate Conversion and a fast
pixel response time of 4ms, these new AQUOS models provide the ultimate medium for high-
definition viewing, ensuring viewers never miss a detail. Additionally, this series uses the next
generation of Sharp’s proprietary 10-bit Advanced Super View (ASV) / Black TFT Panel with
Spectral Contrast Engine UD (Ultra Dark), providing high Dynamic Contrast for deep blacks and
SHARP® DEBUTS NEW AQUOS® WIDESCREEN HIGH-DEFINITION LCD TV
SERIES WITH UNIQUE DESIGN AND CUTTING-EDGE FEATURES

Large-screen models feature advanced 120Hz panel with new energy-saving functions

crisp picture quality. Rounding out a top-of-the-line home theater experience, viewing angles on
this model are an impressive 176 degrees, enabling the color reproduction to appear bright and
vivid from virtually anywhere in a room.
These Full-HD 1080p models also boast an array of connection options, including an
unprecedented five HDMI™ (version 1.3 with Deep Color) and two component video inputs, all
of which are 1080p compatible, accepting signals from Blu-ray and advanced gaming devices.
A true high-definition TV, the model houses a built-in ATSC, QAM and NTSC tuner for access to
DTV and analog TV channels. The unit also features an RS-232C input for custom installations
and a PC input so the TV serves a dual purpose as a PC monitor. Additionally, Sharp’s AQUOS
LINK™ feature allows users to seamlessly control compatible, HDMI-connected products using
a single remote control.
Building on Sharp’s reputation for outstanding design, the D85U series features a sleek
piano black cabinet with a reflective, titanium outer frame. The recessed bottom-mounted
speakers are concealed within the cabinet, for a subtle, elegant look. The included table stand
removes easily for wall mounting applications.

Pricing and availability
• LC-52D85U will be available in October for a Manufacturer’s Suggested Retail Price
(MSRP) of $2,599.99
• LC-46D85U will be available in October for an MSRP of $2,199.99
• LC-42D85U will be available in November for an MSRP of $1,899.99

1
DENVER, September 3, 2008 – Sharp, a worldwide leader in flat-panel Liquid Crystal Display
Televisions (LCD TV), expands its widescreen, Full HD 1080p line of AQUOS® LCD TVs with the
stylish D65U series. Featuring a slim design and breathtaking picture quality that is second to
none, this line of AQUOS LCD TVs provides the ultimate home entertainment experience with the
perfect balance of style and function. The series, including the LC-52D65U 52-inch class (52
1/32” diagonal), LC-46D65U 46-inch class (45 63/64” diagonal) and LC-42D65U 42-inch class (42
1/64” diagonal) reinforces Sharp’s LCD leadership and innovation.
The D65U models also reflect Sharp’s efforts to be an environmentally advanced
company. The series is Energy Star®-compliant, with very low power consumption and offers a
new “Power Saving Mode” available through the unit’s on-screen display menu, which enables
active contrast and active backlight to reduce the energy consumption of the television while in
use.
“The AQUOS LCD TV line continues to set new standards in technology, offering
improved picture quality coupled with new ways to reduce power consumption,” said Bob
Scaglione, senior vice president and group manager, Product and Marketing Group, Sharp
Electronics Corporation. “With an outstanding balance between price and performance, Sharp’s
AQUOS D65U series raises the bar for home entertainment, offering a well-rounded,
environmentally-advanced home theater solution.”
The D65U AQUOS series provides a superior Full HD 1080p picture with outstanding
performance, utilizing Sharp’s proprietary Advanced Super View (ASV) / Black TFT Panel* with
multi-pixel technology. The ASV/Black TFT Panel with Spectral Contrast Engine UD (Ultra Dark)
provides high Dynamic Contrast Ratio and a pixel response time of 6 ms, providing stunning
picture quality even on fast-moving action scenes. Black levels have also been enhanced on
these models for the deepest, most accurate levels of any LCD TV. Viewing angles are an
SHARP® BROADENS AQUOS® HIGH-DEFINITION LCD TV SERIES
WITH SUPERIOR PICTURE PERFORMANCE AND MODERN DESIGN

D65U line combines advanced feature set with increased connectivity and energy-saving mode

impressive 176 degrees, enabling the color reproduction to appear vivid from virtually anywhere
in a room, for a top-of-the-line total home theater package.
The D65U line comes equipped with a host of connectivity options for the utmost
convenience. The series includes an impressive five HDMI® inputs for current and future
connection with 1080p signals from Blu-ray and advanced gaming devices, as well as two HD
component video inputs. The D65U series also includes two composite video inputs, one S-
video, a dedicated PC input and RS-232C for system control. The HDMI inputs feature version
1.3 with deep color**, which adds compatibility with many high-end features such as enhanced
colors and audio, and they are compatible with AQUOS Link, which enables convenient control of
compatible devices.
The D65U series features an elegant and sophisticated new design, with a stunning piano
black inner bezel and a matching black outer frame, along with subtle recessed, bottom-mounted
speakers that don’t take away from the stylish frame. The included table stand removes easily for
wall mounting applications.

Pricing and availability
• LC-52D65U will be available in October for a Manufacturer’s Suggested Retail Price
(MSRP) of $2,399.99
• LC-46D65U will be available in October for an MSRP of $1,899.99
• LC-42D65U is available now for an MSRP of $1,599.99