If you are going 37" or less then we are talking LCD. They just don't make plasmas this small. Get the best response time you can find which should be around 8ms. Now if you are going 40" or more range than plasma is the best choice. There aren't that many LCDs at this size. There are many good brands out there and of course there are the big dogs like Sony, Pioneer, Panasonic, Sharp, etc. You are not going to go wrong with a Sony, Pioneer, etc. but in most cases price is a factor and you can save hundreds to thousands on a not so well known brand and still have a very good TV. Remember it always looks better in your house after you have adjusted it properly.
After I have determined what size TV I want and whether its LCD or Plasma, I would go to as many retail electronic stores as possible and take a look at as many TVs as I could. Play with the menu settings. I would take a pad of paper and write down any model numbers I liked and why. Then go back home and get online and read reviews and check the full tech specs. This may be overkill but when we are potentially talking about thousands of dollars it is what I would do. Plus as a big tech geek this is really alot of fun for me.
How big of a spot do you have in your house for the TV? How far away are you going to sit? And how much money are you willing to spend?
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