Forget about LED backlighting and 3D compatibility and lose yourself in one of the most fully featured, best value bigscreen LCD TVs around.
What's probably piqued your interest is the KDL-46EX503's built-in Freeview HD tuner. Kitted-out with a DVB-T2 digital tuner, this set can tune into every analogue, Freeview and Freeview HD channel.
No doubt the provision of BBC HD, ITV 1 HD and Channel 4 HD (England), S4C Clirlan (Wales) or STV HD (Scotland) does add a few quid to the final price, but as Freeview HD becomes less of a novelty we expect premium prices to decline. To find out whether you're in a Freeview HD area (we all will be within two years), click here.
Away from free hi-def TV, this Sony hosts the brand's refreshed and reinvigorated online content hub that's now called the Bravia Internet Video platform. It's a massive improvement on 2009's severely limited AppliCast effort and now includes some genuinely useful apps such as Lovefilm, Eurosport and Demand Five as well as Daily Motion and the ubiquitous YouTube. The inclusion of Demand Five content hints that this platform, and others like it, will soon host the BBC iPlayer and ITV Player.
And to survive and thrive, platforms like this will have to – and fast – because for now it's something of a rogue's gallery (does anyone really want to watch 'how to' videos from the likes of FordModels, Howcast.com or GolfLink.com?). For now, the Lovefilm movie streaming and FIFA World Cup applications are by far the most impressive, while there's also a RSS reader for news sites, which can be fully customised.
For the full rundown head to our dedicated review of the service. Unfortunately, the KDL-46EX503 only hosts the basic service; other TVs higher up in the Bravia line-up add widgets for Facebook, Ebay and Twitter.
Away from the internet the KDL-46EX503 includes Sony's own MotionFlow 100Hz tech to make-up for LCD panels' inherent slow response, which often results in blur. Live Colour – so often the highlight on Sony's LCD TVs – is also in attendance as part of the Bravia Engine 3 suite of picture processing.
Also here is the usual MPEG noise reduction feature, an ambient light sensor and Advanced Contrast Enhancer (ACE).