So here it is, folks: Sony's new KDL-V40A10 is the best big-screen LCD TV we've seen.

That's some statement, but this is some TV. Part of the company's Bravia range, it's so impressive, it won our Best of the Best Award for Best LCD over 32 inches. And though it's a 40 inch screen, it doesn't cost any more than most rival 37in sets: it's also worth pointing out that its slim styling means it actually takes up no more space than its smaller-screen contemporaries So, what makes the Sony so special? Ignore, if you can, its sumptuous styling, the simple elegance of its on-screen graphics, or the HD-Ready completeness of its spec: Sony is a master of on-shelf appeal, and has long produced kit that oozes desirability. This 40in Bravia set is no different: it'll sell on the strength of its ‘surface' appeal, even before you turn it on.

But while that's understandable, it doesn't do full justice to this Sony's outstanding image quality. The Bravia produces brilliant, vivid colours that fairly leap off the screen, even with off-air standard definition broadcasts. It's also smoother than extra-virgin oil, with no obvious sign of motion-smearing, background ‘grain' or colour bleeding. Edges are pin-sharp and rock-solid, and there's little discernible digital noise to spoil the party. Most LCD (or plasma) sets look far less composed with plain old TV.

Switch to DVD, and most flatscreens are far happier, with this Sony no exception: DVD adds greater depth of field and vitality, boosts black depth and overall contrast, and reduces digital noise still further, to a point where you'll struggle to notice it no matter how intently you peer. And, equally obviously, a shift to High-Def video brings the greatest rewards of all: with 1366 x 768 resolution, the Sony positively glows when fed by HD content.

Brickbats? Only one. As with its smaller 32inch brother, the KDL-V40A10 doesn't sound that good: it's a little lacking in bass energy. So, here we are. We've given away the ending already, so what's left to say? Only this: dear Santa, we'd really, really like one…

Sony KDL-V40A10 | $5,799 |

For: Blessed with a fantastic picture; well-equipped and stylish; no more expensive than many 37in rivals; compact
Against: Only that the sound lacks a little muscle
Verdict: Effortlessly desirable and remarkably capable, this fabulous Sony will be a sure-fire sales success