It may not have any kind of 3D gubbins onboard, but that has arguably helped Panasonic develop a better quality panel with an image that's both more consistent and more impressive than some of its recent 3D attempts.
Is this the step-up smart set that your living room has been waiting for?
Thoroughly smart in both looks and apps, it's the TX-L37E5B's core panel quality that make it a great step-up all-rounder.
Also adept with digital files via USB and DLNA, this increasingly rare size of TV has just enough detail and contrast to get the most from Freeview HD and Blu-ray sources.
It's also got both better speakers and a wider viewing angle than most of its competitors.
For those of us who need to put a TV far from a router, the omission of built-in Wi-Fi effectively makes VIERA Connect an optional extra, while it lacks in ultimate contrast and detail.
Upscaling SD sources is also a bit of a letdown, as is the appearance of some judder in Blu-ray discs.
Performing best with HD sources though with a decent all-round performance, it's this reasonably slim 37-incher's smart TV talents that most lend it an upscale appearance.
See our '10 best 37-inch LCD TVs in the world today' for identically sized competitors, though we'd judge the TX-L37E5B's opponents to be not just the 3D-ready Panasonic TX-L37ET5B, but also sets from Toshiba and Sony.
The Toshiba 37RL853B has a better upscaler, but a woeful smart TV dimension when compared to Panasonic's VIERA Connect.
Sony's KDL-37EX524, meanwhile, adds an excellent black level response to its 'Lovefilm included' Bravia Internet Video Service smart TV hub, though does have issues with both brightness and motion blur.