PANASONIC HAS RATED its 2008 range of Viera Plasma HDTVs with a half-life of 100,000 hours.
This means that it theoretically takes over 11 years of constant operation until the screen reaches half its original brightness.
Based on the average US couch potatoes habit of watching the goggle-box for six and a half hours a day, it could take over 42 years to reach this level.
Most of today's top-tier plasmas are rated around the 40,000 to 60,000 hour half-life mark, making the jump to 100,000 hours pretty impressive.
In general, the lifespan of an LCD display is longer than that of similarly-sized plasma screens, but these new Panasonic models could change that.
"There has been a lot of misinformation circulating about Plasma HDTVs and longevity, and we're happy to once again set the record straight on the durability of Panasonic Plasma," said Robert Perry, senior vice president of Panasonic's Display Products Company.
Trying desperately to reclaim some market share from the growing LCD TV sales, Panasonic highlighted a recent J.D. Power and Associates and Market Force Information 2008 Television Retail Insights Report, which reckons that a "high proportion of recommendations of LCD sets is primarily due to retail salespersons' lack of knowledge regarding recent improvements in plasma technology."
According to Perry, customers are beginning to getting to grips with the ins and outs of HDTV technology and, as well as expecting longer life from their TVs, are starting to "demand blacker blacks, faster response times and the billions of colours." µ
EC says merged entity will 'continue to face significant competition'
Alexa, give me a reason to be cheerful about the UK economy
No, it isn't 1 April
Uniloc claims feature infringes a previously HP-owned patent