Sony is big on making friends in the LCD business. First they open a joint manufacturing plant with Samsung, and now they've announced an initiative with Sharp and Hitachi to create an LCD display that can be powered through only half the electricity needed by today's models. Re-engineering LCD architecture coupled with advanced LED backlighting will bring the energy savings. Well, that, or we'll all forget about the initiative by its 2011 payoff anyway. [japantoday]