Philips has announced its new Eco FlatTV LCD telly which it claims will significantly reduce the amount of electricity used.
It's based on Philips' Ambilight technology, which has been around for some time and has been used to add extra lighting effects around the TV. Now, Ambilight sensors monitor the level of ambient light in the room and adjust the brightness of the TV's backlight accordingly.
Philips claims that there'll be no discernible loss in picture quality. They aren't the only manufacturer to implement this kind of technology, but they are letting us all know how eco-friendly the system is.
Additionally, the TVs use just 0.15W of power when in standby mode, use lead-free components and flame-retardant materials, and feature recycled packaging.
The 42 inch set features full 1080p and Philips' Pixel Plus HD technology, plus four HDMI ports and built-in "invisible" speakers.
Available from June for around £1,100.
So why only tell us the standby power consumption?
I would like to know the typical operating power consumption to compare manufacturers. A small variation in operating power will far outweigh a much greater variation in standby power.