"Although falling prices will continue to highlight big-screen TV successes in the second half of 2006, vendors and analysts are looking at “future proofing” to maintain their sanity this year. Deliveries of the first high-definition optical disc players and a spate of new flat-panel and microdisplay rear-projection models with full 1,080p resolution are expected to keep the sizzle in the HDTV stake, vendors and analysts said. Advertising slogans like Sony's “Full HD” and Sharp's “True HD” will be thrown around in fourth-quarter promotions to sell the concept of the highest-possible clarity produced by displays that can present images in progressive 1,920 by 1,080 resolution. Lucky for consumers, all the categories are going to experience big drops, says Pratt. In [microdisplay rear-projection] prices for 50- to 55-inch product from tier-one brands may be as low as $1,599, and we'll see a few 60-inch products from tier two brands at $1,699 or below this fall. We could see 32-inch LCD TVs going as low as $699 on Black Friday, and 40-inch models could drop down to $999, Kovsky speculates. I've heard of plans to let go of 45- to 47-inch LCDs for as little as $1,299, though that's a stretch. I think low-end 42-inch plasmas could hit $799."You have got to love marketing, sure you bought an HDTV in the last few years, but you still need to upgrade because while you thought you had HDTV, you didn't get TRUE HDTV. On the plus side, there should be some nice deals by the end of the year.