The world's top two makers of flatpanel televisions are stressing the energy-saving virtues of different display technologies in their race to dominate a huge global market.
With liquid crystal display (LCD) modelds storming the world market, attention is focusing on developing a greener version that needs less power.
South Korea's Samsung Electronics is talking up its LED (light emitting diode) - backlit model.
Korean rival LG Electronics hails what it calls next-generation technology using AM OLEDs (activematrix organic light emitting diodes).
LCD televisions captured 67.3 per cent of the world market in the second quarter to June, plasma display panels 6.9 per cent and conventional cathode ray tube models 25.7 per cent, acording to US-based market researcher displaySerchy.
Samsung launched its new LED-backlit models in mid-March and says it solf 600,000 of then by June.
Yoon Boo-keun, president of its television business, said the multinational aims to sell more than two million Led-backlit units this years.
Yoon said LED televisions reduce energy consumption by up to 40 per cent over traditional LCD screens.
"The Samsung Eletronics LED-backlit models in mid-March and says it sold 600,000 of them by June.
Yoon Boo-keun, president of its television business, said the multinational aims to sell more than two million LED-backlit units this year.
Yoon said LED televisions reduce energy consumption by up to 40 per cent over traditional LCD screens.
"The Samsung Electronics LED-backlit model is just another type of LCD TV," an LG Electronics official said on condition of anonymity.
"Theyy don't deserve to be called LED TVs. It's misleading."
Britain's Advertising Standards Authority agreed, telling Samsung last month to change its advert for the new model.
"We considered that the ad implied the TV displays were comprised totally of LEDs, similar to some outdoor displays, when that was n ot the case," it said.
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