The TX-L37E30B puts LCD finally on a par with Panasonic's all-conquering plasmas. The LED-powered TV is positioned above a trio of HD ready models in 20 and 32-inch screen sizes and it has a lookalike 42-inch sibling.
It's far from a budget option at £850, but it offers advanced networking features and access to a new world of IPTV content, courtesy of Panasonic's new cloud-based Viera Connect service.
The TX-L37E30B may not have much truck with this year's other great obsession, 3D, but it is a handsome set. The finish is gunmetal grey, with clean sharp lines.
The topography of the back panel rather confuses depth measurements, bulging out to accommodate speakers at the base; at its deepest it's 75mm.