Basic 4-1-1

An argument could be made that, next to Apple Inc.'s iPod, there is no consumer-electronics product more popular than the flat-panel television. Driven by falling prices, room-friendly dimensions and industrial designs, flat-panel televisions offer homeowners a high-definition television (HDTV) solution that is sleek, sexy and simply cool. When combined with a high definition (HD) cable or satellite set-top box, HD DVD or Blu-ray disc player, a standard DVD player and surround-sound audio system, a flat-panel television-based A/V system delivers state-of-the-art performance. The only problem for those who are attempting to evaluate which product is right for their situation is trying to navigate through the maze of marketing hype and techno jargon.

Flat panel is an umbrella term used to describe plasma and LCD-based products, thin or flat TVs. Basically, plasma and LCD are two different ways to create a thin TV. LCD technology traps a liquid-crystal solution between two sheets of glass that's stimulated by an electrical signal. A plasma employs a combination of electrical impulses and gases encased in cell structures to form a picture.

Most consumers are familiar with LCD technology because it is also commonly used for laptop computers, computer displays, watches, iPods and even rear-projection televisions. Plasma technology, conversely, is used exclusively for flat-panel televisions.

Pluses/Minuses 4-1-1

From a sales and marketing perspective both LCD and plasma nearly sell themselves because of their costs, dimensions and appearance. The costs of these products do, however, present a double-edged sword to resellers. The prices attract many consumers but many of them are price shopping, which in turn makes them cognizant of slight price increases. The result is often a very low margin for resellers.

As for performance, most electronics installers will typically spec an LCD television for a brightly lit room because these products produce a brighter image than plasma products. LCDs also provide installers with more screen size options, so an LCD is more likely to go into a bedroom, kitchen or home office. Plasma televisions are considered to offer a slightly better picture, but the technology isn't as bright. Most installers, therefore, prefer to install them into an environment where the lighting conditions are controllable.

Installation 4-1-1

Both LCD and plasma televisions are room-friendly. These products can hang on a wall or be placed in an entertainment cabinet or on a tabletop, but some basic rules should be followed for safety reasons. If the products are going to be wall-mounted, the brackets should be rated to handle the weight of the television. The products should also comply with the Video Electronics Standards Association (VESA) recommendations for bolt pattern compliance to facilitate an easy installation. Finally, the mounting bracket should be affixed to a minimum of at least one wall stud, depending on the size and weight of the bracket and television.

Profit 4-1-1

With retailers ranging from Wal-Mart to “mom and pop” stores selling flat-panel televisions, the big-money profitability has evaporated from the category. There is still money to be made with the products, however. Resellers are combining accessories such as power conditioners and cabling, as well as complete audio systems with these televisions in an effort to maintain and boost profits. Another avenue that many electronics professionals are pursuing is the inclusion of step-up products in product and system presentations. Top-tier brands like Runco, Vidikron and SIM2 have grown in popularity with electronics professionals because of their performance status, their limited distribution and their higher price points and margins.

Warranty 4-1-1

LCD and plasma televisions are covered by standard factory warranties, which provide limited coverage within specific parameters. Some of these parameters include ownership periods, dealer authorization and cause determination (e.g., defective components).

There's also a growing trend within the retailing sector to emphasize add-on warranties, which extend a warranty's coverage for as many as five years for an additional fee.

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