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There are many factors that go into someone's discussion for purchasing an HDTV (or anything for that matter).

Ask yourself some of these questions(most important to least important):

-What SIZE television are you looking for? (If you are unsure, head down to a local electronics store and look around)

-What is the maximum amount of money you are willing to spend on a set?

-Does the aesthetics of the bezel make a difference for you?

-Do you like glossy screens or matte screens? Does it matter to you?

-What brands are you interested in? Better yet, does a specific brand capture your eye? Does brand name even matter to you?

-Are there certain features you must have (ie. 120Hz refresh rate, internet connectivity, 1080P, etc.)

With that said, I currently own a Sony KDL-40W3000 and I love it. The bezel is pleasing, the colors and PQ is phenomenal, and it only took me 3 tries to find a set that didn't have clouding or clicking sound issues! (lol)
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