The future is flat
By Michelle Warren • Bankrate.com

Brad Smart is dreaming of a flat-screen Christmas. After waiting for prices to come down and the quality of technology to rise, he's ready to invest, or hint that his wife invest, in a flat-screen television.

"I've wanted a new TV for a while, but I didn't want another big bulky box," he says.

That's the beauty of plasma and liquid-crystal display televisions -- they're only a few inches thick and you can even hang them on a wall. Screen sizes start around 15 inches and go up to 63 inches.

Smart says his Toronto living room is small, so he's never been able to accommodate a big-screen television: "Now I can because it won't take up half the room." He also looks forward to accessing high-definition TV and watching movies in their original wide-screen format, something his current 20-inch tube television can't accommodate.

Why go flat?
Lori DeCou, director of corporate communications for Future Shop/Best Buy in Vancouver, B.C., says demand for flat screens is eclipsing traditional television.

"The price points are dropping, making it a much more affordable technology to have," she says, adding they are simply superior. "There's really no compelling reason today why you would buy a tube TV."

"They're cosmetically nicer and you get better picture quality," agrees Richard Hofman, sales and custom installation for Orangeville Audiotronic in Orangeville, Ont. "There's no picture distortion and there's less light reflected off the screen."

Pictures are brighter, and contrast is sharper, and because flat screens don't flicker like traditional tube screens, they're easier on the eyes (the same benefits apply to flat-screen computer monitors). They also require less power and emit less electromagnetic radiation.

While most people think of plasma or LCD technology when it comes to flat screens, there are also flat-screen versions of traditional cathode ray tube, or CRT, televisions. However, warns Hofman, "CRT technology is going away. Everything is going to be digital in the next couple of years." As far as long-term investments go, it's smarter to consider a plasma or LCD unit, preferably one that accommodates high-definition TV, HDTV, rather than normal enhanced-definition TV, EDTV.

LCD or plasma
Plasma and LCD look similar, but the underlying technologies are quite different. In a nutshell, plasmas create digital images using neon and xenon gases trapped between two thin layers of glass, while LCD monitors block light by manipulating liquid crystals trapped between layers of glass.

One of the most attractive elements of plasma is its wide-screen design. Their width-to-height ratio is 16:9, similar to that used for most movies. While plasma has exceptional colour accuracy, traditionally it hasn't been able to produce quality blacks and dark grey colours. LCD has an even lower contrast rate than plasma. Contrast technology has improved considerably, but it's something to evaluate when comparison shopping.

Other drawbacks include burn-in. Plasma uses phosphors to generate light, which means that if a still image is on the screen for an extended length of time, traces of it may be seen even after the image disappears.

On the plus side for LCD TVs, you don't have to worry about burn-in and LCDs run cooler than plasmas, meaning they don't have noisy fans.

Size will largely determine if you opt for plasma or LCD. "LCD tends to be a technology that is superior in smaller sizes (up to 32 inches), while plasma is better when it's a bigger screen," says Hofman.

Let's get technical
Buying a new television isn't as simple as selecting a screen size and favourite brand. There's a lot of lingo involved, and it helps to know what's important.

Resolution: This is a good indicator of overall picture detail. Plasma and LCD displays have fixed,pixel array -- rows and columns of individual picture elements that turn on and off to produce light and, thereby, the image on the screen. The more pixels, the more detail. Resolution is defined by the number of pixel columns by the number of pixel rows: for example, 720 by 480 would be considered lower quality than 1280 by 720.

Contrast ratio: Generally speaking, the higher the number the better. The number refers to the brightest and darkest light values the screen can display at the same time. LCDs start at about 400:1 and go to 800:1, while plasmas start at 600:1, with good-quality versions going 1,500:1 or higher.

Aspect ratio: This relates the screen width to height. Conventional televisions have a 4:3 aspect ratio, while wide-screen versions are about 16:9.

Calculating the cost
Unlike most sectors, such as housing, where demand propels price, the opposite is true for electronics, says DeCou: "As the product becomes more mainstream, there's a further increase in demand and the price gets driven down."

Four years ago you couldn't get into the market for less than $10,000, but today plasmas start at about $2,000, while LCDs are as low as $700. You get what you pay for: a 42-inch, $3,000 television won't have the same picture quality in terms of sharpness and detail compared to a 42-inch $7,000 version.

Keep in mind that plasmas often don't come with speakers or built-in television tuners, and factor these costs into your total purchase price. LCDs, on the other hand, usually include such features.

Final decision
Savvy shoppers do their homework. The Internet is invaluable for comparing models and features. "It's great to do your own research, but then you should go somewhere you can talk to somebody who knows the technology because it's complicated," says DeCou.

A knowledgeable sales person will begin by asking two key questions -- "How big is your room?" and "How are you going to use the product?" Screen size will dictate LCD or plasma, while you'll further narrow your choices depending on whether you want to use your TV for video games, HDTV, DVDs or satellite TV. From here you'll likely be left with five or six models, so comparing picture quality, brand preference and price point will come into play.

Smart isn't the only one dreaming of a flat-screen Christmas. The combination of aesthetics, cutting edge technology, high-quality viewing and increasingly affordability are putting flat-screen televisions at the top of many a wish list.

Michelle Warren is a writer in Toronto.