Sony coined the word Bravia to distinguish its LCD-based flat-panel displays for 2005, and all five of the new models bear that minibrand. While the company's advertising campaign makes the claim that Bravia is the "world's first television for men and women," we don't really see how these TVs appeal to both sexes any more than another brand.

Unlike that of Samsung and Hitachi, for example, Sony's lineup is relatively simple: there's just the basic S20A10 series and the more-expensive XBR series. Only the XBRs get a 40-inch model. Since Sony has not introduced any plasma televisions for 2005, that 40-inch LCD becomes the company's largest flat-panel display.

The entry-level series lacks a built-in HDTV tuner and Digital Cable Ready capability, but otherwise, the two series' feature sets are very similar. In our full review of the 32-inch KLV-S32A10, we noted a few image-quality issues as well as that model's relatively high price compared to bargain LCDs. On the other hand, our full review of the flagship 40-inch KDL-V40XBR1 was generally very positive, citing admirable picture quality and design but, again, lamenting the high price. While we expect Sony LCDs to remain popular, their price points will probably force more-frugal buyers to look for alternatives.

From entry level to top of the line, with the step-up features that distinguish each line from the previous ones highlighted.