At the launch of Panasonic's new European range in Nice, France, Fabrice Estornel, Panasonic's TV head in the UK, described Plasma technology as the best in television technology.
This is in spite of Panasonic showcasing next-generation UHD technology using an OLED panel at the 2013 CES show.
Panasonic's new ZT60 sets the benchmark in Plasma
"Let's be clear," Estornel began in his interview with TechRadar. "Maybe we accept that the entry level on plasma is becoming more a niche market. But there are still lots of people who are really into picture quality and home cinema.
"Many watch movies in ambient rooms. It's not like LED which is bright and more in your face, which a lot of people like. But with plasma it's a different kind of appreciation for the TV experience. So for sports and movie it's still the best technology."
Unlike LCD, which relies on an array of LEDs to backlight their pixels, Plasma televisions enclose two million tiny gas-filled cells in a glass panel. Passing an electric current through these cells stimulates the gasses and results in the pixels across the screen being illuminated.