I'm also looking for a 36" TV. And I am considering the JVC 36P902. It's the only set with DVI/HDCP in the market at the moment.
It's quite hard to find information on this set, but you can find some information on hdtvoice forum. There's a guy that has this set and post a lot of good information. According to him, this set has better picture than the Sony, Toshiba and Panny.
I can't say for myself, cause I couldn't find it in any local store. I'll try to do see it and if it's as good as the Panny and Sony, I'll probably get it because of the DVI/HDCP.