"The LCD vs. plasma debate is over," claimed Sony Australia deputy managing director Carl Rose in a January press release based on figures from market research group GfK. "Consumers and retailers alike are showing their increased understanding of which technology is best for a future that's in high definition."

In claiming victory for LCD, Rose conveniently forgot to mention that Sony abandoned the plasma market last year.

Now once again GfK tells us LCD is outselling plasma. In the fourth quarter of last year, 188,933 LCDs were sold compared to just 85,565 plasmas, GfK analyst Angus Macaskill told Asher Moses at the Sydney Morning Herald.

The figures a big turnaround for LCD, whose second quarter 2005 sales of 35,657 trailed plasma's 42,074 figure.

GfK's numbers are based on sales data provided by about 95 per cent of electronics retailers in Australia. I'm not doubting their accuracy, I'm just questioning how they should be interpreted.

The price of LCDs has plunged versus plasma, but that doesn't mean LCD is better. People buy cheap, crappy LCDs because of the low price tag and because they don't know any better. More people buy Honda Civics than Ferrari F40s, does that make the Civic a better car because consumers must know what's best?

Before Sony comes out again to tell us plasma has one foot in the grave, it should stop to read some of GfK's other research.

Plasma out sells LCD by 10 to 1 in the over 40 inch division, according to GfK; "As a consequence Plasma televisions very much dominate the living room and the dedicated home theatre room. This is also supported by the fact that 45% of consumers who purchased a Plasma also purchased another product at the same time, with most purchasing an entertainment or home theatre system. This would suggest that when consumers are purchasing a Plasma, they are not only purchasing a television, but are also looking to build more of a total entertainment solution. The important attributes for consumers when purchasing a Plasma are picture quality & brand reputation."

What this all tells me is budget shoppers are buying small, cheap LCDs in droves but those with money to spend and an eye for detail still strongly favour plasma.

It sounds to me like the LCD versus plasma debate is far from over. Get out there and judge it with your own eyes, not through Sony-coloured glasses.{moscomment}

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