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As much as journalists like to think the world revolves around them, a significant part of IFA 2010 isn't the many press announcements, but when the doors open to dealers, buyers and the general public.

The press may contribute to promoting the products but IFA is all about selling stock and to shift product you need to impress way before the final handshake.

First impressions are vitally important, so this is why the way a company's booth looks is almost as important as the products on show.

Like performing peacocks, each booth tries to outsmart the other and one of the best on show this year was Sharp and its video wall.

Comprising 54, 60-inch PN-V601 TV panels the wall was a dazzling display of TV technology. The wall was three panels in width and 18 panels across and between each TV was a mere 6.5mm of room.

While 6.5mm is a tiny amount of thickness, this could be theoretically be reduced due to the complete lack of frame on the panels, but the reason it is there is to act as a cooling duct.

No breathing space means overheating panels and a real possibility the set-up would end up being a huge but useless glass structure.

If you add all the space between the panels together the is just 4cm gap in the whole setup.

To hold the panels in place, it's not just some screws and sticky backed plastic but massive powerful magnets which make sure the whole structure stays exactly upright.

When it comes to showing content on the video wall, it is not simply the case of spinning a Blu-ray and connecting a BD player to the fist panel by HDMI, there is a complicated system of computers which make sure that each TV plays the right part of an image in time with the rest of the wall.

Alongside the calibration software, the image is piped through using DVI (working in three TV block clusters) and each monitor block is then given its own IP address and ethernet connection so if there is any lag, it can be logged and fixed instantly.

The size of the setup was breathtaking and so was the weight of the thing. Each panel weighed in at 45kg and the whole thing clocked in at six tonnes.

Surprisingly the whole thing took just two days to put together. This is mainly due to the size of the panels. The bigger the panels, the less you have to piece together.

Sharp's 13ft x 7ft video wall will take some beating for sheer spectacle but considering Toshiba, Samsung and Sony had similar and just as impressive setups it just goes to show how much effort and planning is put into making IFA what it is.

Bring on the wall, indeed.

IFA 2010 will be remembered as the show where 3D TVs came of age.

The likes of Toshiba, Sharp and Philips may not have been first to market with their televisions but giving themselves a little time has meant that each company has come up with something pretty special.

And Toshiba's may well be the smartest of the lot.

The Toshiba Regza WL768 is the cream of the crop of Tosh's TVs this year and it is fitting that as it was announced at IFA, Europe's biggest tech show, it has been given something of a European flavour.

The TV has been designed by Jacob Jenson, who may not be a household name in the UK but on the continent he is treated like a design king.

Jenson has created a traditional TV design – we've heard rumour discarded designs were somewhat more flamboyant – but with enough creative flair to make it stand out.

From the stand (rounded) to the flush screen/bezel combo, the TV is easily the most stylish Toshiba has released and thankfully the tech inside is suitably hi-tech to match the exterior.

Inside the WL series is LED Edge backlighting which can be enhanced when the 3D is turned on. There are two 3D innovations that Toshiba is packing in the TV. These are: Intelligent 3D and 3D Resolution+.

Having tech that adapts to whether you watch 3D or 2D content is a good thing, as you need a brighter screen for 3D to work properly.

Toshiba knows this so that is why it has added Intelligent 3D into the mix. It automatically optimises the TV screen's brightness and colour reproduction as soon as it detects a 3D signal. And in the demo we saw it did just that, making the image appear much brighter in a side by side comparison.

To make the 3D crisper, Toshiba has put its Resolution+ software into the TV. This analyses each single image and improves edge detail and texture in near-real time.

The results are subtle but it does make a difference.

While it is the WL68's 3D capabilities which will make the headlines, there is another piece of functionality on the TV which is impressive – its web connectivity.

More and more manufacturers are creating online portals for their TVs but Toshiba has decided to slim down its online content to YouTube and the BBC iPlayer.

Both of these have been scaled to work on the big screen and are easily accessible from the TV's remote.

Online content for TVs is set to explode, so it is good to see Wi-Fi connectivity on the WL series.

When it comes to other connectivity, there's more than enough ports on board. With four HDMIs, two USB, component, composite and even Scart you won't be left wanting.

There's also Freeview HD on board, so even if you have no set-top system to connect the TV too, you can get HD straight from the box.

With such a breadth of features, it's surprising to find out that for the 55 inch version of the TV you will be expected to pay around £2,500.

Considering this is a good £2,000 less than the Samsung 9000 series, Toshiba has created a premium product at a very desirable device.

The Toshiba Regza WL series has a UK release date of October.

Toshiba has exclusively spoken to TechRadar regarding its much publicised Cell TV, explaining that the television was just too powerful for the European market.

AV enthusiasts have been drooling over Cell TV for getting on two years now. Powered by the same chip that is in the PlayStation 3, the television is out in Japan where the country makes good use of its eight HD tuners, massive set-top box component with hard drive and 4k picture quality.

While this sort of technology, was teased and shown off in the UK it never actually arrived.

Then Toshiba chose IFA 2010 to announce that Europe would see the arrival of Cevo and not Cell – a modified chipset which will be built into Toshiba's next generation of TVs out Easter next year.

Cevo chip

"Cevo uses Cell DNA but has been modified for the European market," explained Andrew Line at Toshiba to TechRadar.

"The technology has been optimised to suit Europe, which doesn't need eight HD tuners but does need things like catch-up TV, access to the web."

When asked if would ever see Cell TV on UK soil again, Line noted: "At the moment it's not the right fit for Europe and we have to hit the right price point, which we will do with Cevo."

Easter 2011 is the proposed UK release date for Cevo TVs, but this may well change depending on market conditions.

From what we've seen, Cevo will bring a lot of what Cell TV does in Japan but without the accompanying set-top box and at a cheaper price, so we can't wait for CES 2011 where we will hopefully see some of the TVs in action.

LG and Sky have announced an extension to their 3D partnership, with the satellite giant formally endorsing LG's 3D televisions for its soon-to-be-launched Sky 3D channel./

The partnership will see both LG and Sky launch a marketing campaign around the first 3D channel available to consumers in the UK, when it launches on October 1.

Stephen Gater, Head of Marketing LG Home Entertainment Company, commented: "Making 3D technology a genuine reality in people's homes relies on the pairing of great hardware and compelling content. Our partnership with Sky recognises just this.

"Together we are committed to educating consumers about our full 3D TV range and demonstrating how they can best view the new content that will available to them in the home."

Partnership

Hilary Perchard, Sky's Director of Product Management, adds: "We're delighted to have entered into this partnership with LG.

"We believe in giving customers choice and as the only manufacturer so far committed to both active and passive TVs, we believe LG has the breadth of product to offer a 3D TV experience for all Sky customers.

"We will work alongside LG in helping raise interest and awareness of 3D as we build up to and beyond the launch of Sky 3D."

Expect nationwide demonstrations of the technology and exclusive offers for Sky customers on getting hold of 3D kit from LG.

Sharp chose IFA 2010 to anounce its contribution to a burgeoning 3D TV market, the Sharp Aquaos Quattron 3D.

Sharp has taken its time with its 3D offering. Instead of jumping feet first into the third dimension, it pushed out its Quattron technology while everyone else was showing of their 3D wares.

This was a good thing, as Quattron may well hold the key to brighter, better three-dimensional images.

TechRadar was given a demo of the TV, which showed how four colours 3D compares to three colours. And the results were noticeable. Colours sparkled that little bit more and this seemed to enhance the effect of the 3D.

Essentially the fourth colour in Quattron pimps out the yellow in an image and we have to admit most of the demo we saw was based around the colour yellow, which does mean that what we were shown favoured Sharp's TV technology.

Saying that, we have seen a mountain of 3D and this is definitely near the top of the pile when it comes to quality stakes.

To stop judder, Sharp has managed to squeeze in 400hz into the TV which should bring a smoother picture. Unfortunately, there was a few niggles with the demo and judder was apparent. This was to do with the 3D signal rather than the TV itself, however.

At 60-inches the Quattron is optimum size for 3D. While the likes of Panasonic seem to be bigging up smaller sets for 3D – it announced a 42-inch plasma – 60 inches gives you enough screen to immerse yourself in the image.

When it comes to glasses, you get one pair in the setup which we can't help thinking is a touch stingy, considering that it will cost you £100 for another pair.

But the glasses do hold a nice bit of tech that seems lacking on any other TV. If your friends are watching a 3D movie and you don't want to see it in 3D, then what you can do is press a button and view the content in 2D through the glasses. It is a simple but great idea.

While an extra pair of glasses will cost extra, at least the 3D is in-built in the TV, so you don't have to mess around getting external sensors to enjoy 3D content.

At £3,500 the Sharp Quattron 3D is an expensive buy – but with 3D this good, it would definitely be a worthy investment.

The 60-inch Sharp Quattron 3D TV has a UK release date of October 2010.

Atsushi Murasawa, head of Toshiba visual products, said during today's IFA press conference that the company would have "some announcement" on glasses-free 3D for smaller screens as soon as October's Ceatec show in Japan.

"Glasses free 3D? Yes, sure, but as of today we are not ready to come to market with glasses-free, but we are going to make some announcement about glasses free 3D in the small screen sizes in October...Ceatec."

Bye bye Cell TV

The press conference also carried the revelation that Toshiba has effectively killed off its Cell TV before it's even arrived in Europe. Instead, the Japanese manufacturer introduced a new TV engine for which Cevo is the European codename.

Essentially the successor to Cell, Cevo is a new multiprocessor platform that is said to show best in class picture quality, advanced 3D graphics and network solutions.

Atsushi Murasawa also showed off the new Cevo chip and explained that a new 55ZL1 Cevo-powered TV will be out in the UK sometime in 2011 – probably, we'd guess, making its debut at CES 2011. "We believe the engine is one of the most important things," he said.

Cevo is being branded as an evolution of the Cell chip, offering 400hz for smoother images and 512 LED clusters for local dimming, which is said to garner perfect black reproduction.

The Cevo means that there is also a lower level of crosstalk for 3D. Toshiba is calling its 3D Mega Bright and Intelligent 3D because of this technology.

Toshiba claims this technology means it can offer the same picture quality for 3D as it does with 2D.

Toshiba has announced a budget 42-inch Regza 42SL738 television, offering 1080p and 100Hz in a TV that it describes as 'perfect for the modern living room'.

Toshiba announced the Regza 42SL738 at IFA, describing it as a high-quality, entry-level LED TV.

"The new REGZA 42SL738 blends energy saving LED backlighting with a series of high-quality features, including proprietary Active Vision processing and extensive connectivity, adds Toshiba's release.

"Each model also boasts a new, super slim design, combining a sleek gloss black finish with stylish silver accenting - stylish LED performance at an equally attractive price.

Modern

"The perfect TV for the modern living room, the REGZA 42SL738 features a full 1920x1080p HD resolution, allowing viewers to enjoy stunning HD content in maximum detail," states Toshiba.

"Its 107cm (42-inch) screen provides the perfect platform for blockbuster action movies and fast-moving sports content by using Toshiba's advanced Active Vision M100 processing offering a smooth cinematic playback of all on-screen action."

Regza SL

Toshiba also announced smaller Regza SL televisions, with a 19-inch, 26-inch and 32-inch screen designed as a second television.

"Ideal for the kitchen, bedroom or living room, the REGZA SL738 series is designed to provide excellent everyday performance," adds Tosh.

"Each model offers a range of Toshiba features and technologies, combining energy saving LED backlighting with advanced proprietary picture processing for enhanced performance."

Toshiba has unveiled its Freeview HD-ready Regza VL series - billing the new arrivals as a 'premium range of Full HD LED TVs'.

Toshiba's Regza VL series carries the DVB-T2 tuner required to watch Freeview HD, doing away with the need for an external box.

The series is available in two sizes, 40 inches and 46 inches, and both models offer 100Hz picture processing and Full HD.

They also include Wi-Fi compatibility, with applications for YouTube and BBC iPlayer.

Danish design

"Designed in collaboration with Danish designer's Jacob Jensen Design, the Regza VL series features a completely revised appearance from any Regza range launched before it," explains Toshiba's release.

"Manufactured using complementary and visually striking elements, each REGZA VL series model boasts a unique look based on the principle of clean lines and the use of high quality materials, including glass and metal."

The Regza VL series has been given a UK release date of October 2010, with no prices released as yet.

Toshiba has announced its first 3D LED television, with the Regza WL768 series offering that the company describes as the "very best home cinema experience".

Toshibas' Regza WL series is available in 40-inch, 46-inch and 55-inch sizes and boasts Active Shutter 3D technology along with 'Intelligent 3D'.

"Launched to coincide with the availability of commercial 3D TV content in the UK, the range has been designed to offer the very best home cinema experience, with premium Toshiba features providing advanced 3D viewing," states Toshiba.

Broadcast content

"Viewers can enjoy broadcast content in incredible 3D, while new Blu-ray 3D players provide the ability to enjoy films in a completely new way," it continues.

"Integrated Wi-Fi connectivity and applications for YouTube and BBC iPlayer provide an expanded range of content for users to enjoy, and all models also feature a stunning exterior... offering unrivalled style to complement advanced performance."

All of the Regza WL768 models have Full HD 1920x1080p HD panels with LED Edge backlighting.

The Toshiba Regza WL series has been given a UK release date of October, with prices yet to be confirmed.

Sharp has announced it has majestically jumped on the 3D bandwagon, with the Sharp 3D Quattron TV.

Sharp's Quattron technology was a hit with tech enthusiasts earlier this year, with the company deciding to add a fourth colour (it called it a sub pixel technology) to its TV range rather than go 3D like Samsung, Sony and LG.

The TV was so good it garnered a five-star review from TechRadar.

At IFA 2010, Sharp has decided to add 3D to the Quattron brand - it announced in June it was going 3D - explaining that: "3D technology has the potential to change the way that we watch TV forever.

"Sharp has a reputation for setting the standards in the LCD TV segment and for upping the game for the industry with technologies like Quattron.

"The integration of 3D along with our other technologies enables us to go one step further and produce the brightest, clearest 3D images so far achieved by flat screen TVs."

Mellow yellow

Brightness is the key to making 3D decent in the home – and it is something the rest of the industry has struggled with – and it seems that Sharp has the upper hand, giving that its Quattron tech makes images 1.8 times brighter.

The 3D Quattron TV will be 60-inches in size, uses active shutter technology and has the 3D built in, so there's no need to attach an external sensor. And it also boasts Super Edge LED backlighting.

Sharp has also announced it has teamed up with Philips to offer a internet TV service called Sharp Aquos Net Plus, which will offer web content through the latest range of Aquos TVs.

The 60-inch 3D Quattron TV has a UK release date of October 2010. It will be priced at £3,500.

Samsung has shown off its latest 3D PDP TVs, with the previously announced C680 and C490 both offering 50 inches of screen that both use less power and let you see them from a wider angle.

The Samsung C680 and C490 televisions have not yet been given a UK release date, but the higher end PS50C680 will be priced at around £1,125 and the PS50C490 at around £915.

"Boasting vivid 3D stereoscopic images, Samsung's new generation of 3D PDP TVs, the C680 and C490, continue Samsung's line-up expansion and leadership in 3D TV," said Samsung's release.

Superior

"This new generation of Plasma+ offers superior picture quality with its Clear Image Panel technology, a wider viewing angle, and consumes 40 per cent less power compared to 2009 models.

"The new models also offer consumers more options in creating a personal, affordable, at-home 3D experience. Featuring Samsung's exclusive 3D Hyper Real engine control for colour, contrast and motion, the C680 and C490 also deliver optimal picture quality with vivid 3D stereo images on a 50-inch screen."

The C680 also boasts DLNA 'Allshare' technology.

Samsung has announced what it claims is the world's largest Full HD 3D LED TV, with the latest LED C8000 boasting an 'ultra-slim' 65-inch screen.

The C8000, which comes with Samsung's proprietary 3D processor, also boasts Precision Dimming technology and a motion clarity of 800 CMR.

"Delivering an immersive 3D experience in the home, the LED C8000 is also Wi-Fi ready and Samsung Apps allows consumers to discover and enjoy a full range of applications on the largest screen in the home," explains Samsung's release.

Five star?

A 46-inch version of the C8000 television has already been announced, but Samsung is clearly pleased to have upped the screen size to a, frankly, impressive 65 inches.

If it's as good as its older but smaller brother - which picked up an impressive five star TechRadar review - then it could be a truly wonderful screen.

The Samsung UN65C8000 has been priced at just under €6,000, that's likely to equate to £5,000, and it has been given a UK release date of October.

We're going to need a bigger living room.

Philips has announced its 3D version of the company's critically acclaimed 21:9 TV - the Philips Cinema 21:9 Platinum Series TV - which boasts a slimline bezel and LED technology.

Talk of the TV town last year was Philip's 21:9 TV, which was noticeable because of its rather odd-looking shape.

Given that 21:9 isn't a ratio normally associated with televisions (but is a must for movies) it was a bit of a gamble for Philips to take but the gamble paid off.

Now Philips has updated the TV for the 3D world and has shown off the new Philips Cinema 21:9 Platinum Series TV at IFA 2010. It's also bigger (a 58in screen rather than a 56in) than the original 21:9 and benefits from a much more considered design.

The bezel, once a quite thick gloss black affair, has been slimmed down and given a brushed matt finish. The low slung speakers have been hidden away, too. Finally, this is a premium product with a premium design to match.

The improvements are, of course, more than skin deep. 2010's 21:9 uses a full array of locally dimmable LEDs to illuminate its panel - the original was a CCFL device. And then there's the big change – this new screen is 3D ready.

Light fantastic

In use, Philips extended R&D seems to have paid dividends. The Direct LED backlight gives 3D images a good level of brightness, something close to Tack's heart. "If you don't have light, you can't make a good picture," Philips' Danny Tack explained to TechRadar.

Crosstalk, too, is reduced, thanks to the localised dimming of the 21:9's multiple LEDs and the 400Hz panel. The backlight is controlled to only illuminate areas of the picture where the pixels have settled.

Well, that's the theory – during a run through of a Toy Story 3 sequence, cross talk was still apparent. On the other hand, the combination of the 21:9 ratio screen, four-sided Ambilight and Full HD 3D material proves so captivating that you might not even notice.

No 2D conversion

The second-gen 21:9 will sell for around €4,000, with integrated 3D signal emitter and two pairs of glasses. The latter are made in consultation with Xpand.

Lightweight and reasonably comfortable they offer a neat touch, in that there's no on/off button. Instead, the specs take their cue from the TV; when a 3D signal is active they spring into life, and shut down when the signal stops. This should reduce battery drain on the quoted 270-hour life.

Phlips' 3D screens at present eschew any 2D-3D conversion wizardry, something that is becoming a hot topic, especially with Panasonic's recent announcement that it is introducing conversion to its new US 3D plasmas. Tack knows this could be an issue: "Not to have it is a danger – it's a good tick mark. Next year we will do it, but it has to be good quality," he explains.

UK release date for the 3D Cinema 21:9 is September, with pricing to be around the £3,500 mark.

Sharp will show off what it describes as 'pioneering' video wall technology at IFA in Berlin.

The electronics giant will show off a 'seamless' panel consisting of 54 60 inch panels – with the bezels of the televisions just 6.5mm.

The display uses Sharp's new PN-V601 professional LCD panels and will show short films about the company.

New benchmark

Grace Liang, Commercial AV Product Manager at Sharp Electronics (UK) said; "Our PN-V601 represents a new benchmark for the slim bezel monitor market.

"With the new 60-inch screen size, a 13ft x 7ft video wall can be created with just nine monitors, where it would take sixteen competitive 46inch monitors to produce a comparable wall (100 square metres).

"This also means significant reductions in overall purchase, installation and power consumption costs, depending on the final wall size."

Sony has officially expanded its Online Services platform Qriocity to the UK – with a Video on Demand service unveiled, music on demand arriving by year's end and more services like gaming, applications and ebooks all to follow 'over time'.

Qriocity aims to bring the company's connected devices together and "allow consumers to enjoy high quality entertainment across multiple devices".

Sony is showing its Video On Demand powered by Qriocity at IFA, as the first part of the platform and it will be available in the UK along with other key European countries.

Wealth of studios

"With Video On Demand powered by Qriocity, customers can choose from hundreds of box office hits from 20th Century Fox Home Entertainment, Lionsgate, Metro-Goldwyn-Mayer Studios Inc (MGM), NBC Universal International Television Distribution, Paramount Pictures, Sony Pictures Home Entertainment, The Walt Disney Company, and Warner Bros Digital Distribution, as well as popular content from top local studios," explains Sony.

"Many movies are available in High Definition (HD) as well as Standard Definition (SD), and all can be rented at the touch of a button on Sony's 2010 models of network-enabled Bravia TVs and Blu-ray disc players, and Blu-ray Home Theatre systems.

Video On Demand powered by Qriocity has been available in the US since April 2010, but is now to be followed by Music Unlimited powered by Qriocity.

Music Unlimited

Music Unlimited powered by Qriocity is a new cloud-based service, offering access to millions of songs.

The service will initially be available through Sony's 2010 range of network-enabled devices and the increasingly impressive PlayStation 3, and will then be rolled out to portable devices.

Details of the service plan and cost will be announced at a later date.

Eurosport is readying a dedicated 3D channel, with the broadcaster telling the Panasonic conference at IFA that it is planning for launch in 2011.

Eurosport has dabbled in 3D before – screening the French Open tennis in conjunction with Eutelsat and Panasonic last year and is now extending that partnership.

Andrew Wallace, Eutelsat chief commercial officer said: "This partnership with Eurosport leverages Eutelsat's 3D experience and the core asset of our broadcast satellites to deliver a new generation of rich content requiring a 15 Mbit/s signal to fully appreciate stunning 3D effects in the home."

Collaboration

"Following our collaboration with Eurosport for 3D transmissions of Roland Garros tennis in May this year, we are delighted to team up once again with Europe's premier all-sports channel and to transmit this compelling sports content to Panasonic's 3D-enabled displays at IFA."

And it appears that Eurosport is now looking to follow Sky into creating a dedicated 3D channel, following the company's proclamation at IFA.

Sky's 3D channel has proven to be a hit with its customers, with sport the jewel in the crown for the channel which also offers Arts and 3D film content.

Panasonic has announced its new Viera television range, including what it calls 'industry-leading' 3D with the addition of the 42-inch 42VT20 and 46-inch 46VT20 alongside the TX-P42GT20 plasma.

With IFA likely to be a launch pad for a plethora of major televisions, Panasonic is hoping that the addition of new VT20 series televisions and the latest TX GT20 will impress.

The latest VT20 Viera models bring Panasonic's high speed 3D drive technology along with '600Hz Sub-field Drive' which the company asserts will produce crisp and immersive 3D images.

Highest quality

"The VT20 models also promise to deliver the highest picture quality for 2D content, adds Panasonic's release.

"High Contrast Filter Pro delivers improved contrast in brighter environments and reduces light reflections, while THX Certified Display certification ensures that every Panasonic NeoPDP TV displays movies with exactly the quality and colour palette that the director has intended."

There is also 2D to 3D conversion via a built-in processor.

Viera TX-P42GT20

The other new offering is the 42-inch TX-P42GT20 which also offers 24p Smooth Film for 3D, 2D-3D conversion and 600Hz but does not come with any 3D glasses.

"With the addition of these new LED-LCD HDTVs to our existing line-up, Panasonic now offers consumers more options in terms of both screen sizes and technology than ever before," explains Fabien Roth, senior marketing manager at Panasonic.

LG has announced it will be showing of some concepts of its Smart TV service, its version of bringing web content to televisions.

It has chosen IFA 2010 to show of the service which is said to be based around the concepts of: Easy, Fun, More and Better.

So a bit like a date with Kelly Brook then.

LG's Smart TV will have its own Home Dashboard, where you can use applications and access a range of premium content all on a single screen – and you will also be able to add favourite websites here as well.

We're expecting the Smart TV concept to land on TVs like the company's recently announced LEX8.

Smart system

The Smart TV interface will be controlled by LG's Magic Motion Remote Control, which will be used in conjunction with the company's wand-like controller which was shown off back in CES 2010.

"With the introduction of our advanced SMART TV, LG is able to offer a 'Total Home Entertainment Solution' enabling consumers to enjoy practically any digital content on any smart device," explained Simon Kang, President and CEO of LG Home Entertainment Company.

"For consumers who want full control over how and where they get their entertainment with maximum ease and comfort, the LG Smart TV solution may be all they need."

LG's Smart TV will have a UK release date of early 2011.

3D monitor

LG will also be showing off its latest 3D gaming monitor at IFA - with the W63D boasting a 'more realistic' experience.

With 3D gaming beginning to get some purchase in the market – and the likes of Nvidia and Sony championing the move to an extra dimension, LG's W63D uses a much higher resolution than standard to improve the experience.

"LG's W63D 3D gaming monitor delivers a more realistic 3D experience with more than double the resolution of regular HD monitors," explained LG's release.

"The extremely high picture quality means longer periods of viewing without discomfort."

The monitor will be shown off at IFA in Berlin, where gamers will get the chance to see if the monitor truly enhances what many see as still a gimmick rather than must have technology.

But with gaming developers insistent that 3D is a, ahem, game changer, LG will be hoping that its higher resolution offering will provide a decent option.

TechRadar will be at IFA 2010 in full force, so expect a hands-on with LG Smart TV as soon as the curtains are raised.

LG has announced that it will show off the new LEX8 television at IFA, with what it terms 'NANO Lighting Technology'.

LG believes that the LEX8's tech will 'redefine the meaning of clarity' but they'll have to clear up what they mean (sorry) in Berlin.

"The LEX8 NANO FULL LED TV pushes the boundaries of viewing pleasure with its NANO Lighting Technology, which produces LG's brightest, clearest and smoothest picture yet," said LG's release.

Thin film

"An extremely thin film printed with minuscule dots positioned in front of a full array of LEDs disperses light more evenly and effectively across the screen, creating pictures that are clearer, enticingly smoother and more refined.

"What's more, an Anti-Reflection Panel on the LEX8 screen minimizes reflection from an external light source – including sunlight -- ensuring the picture always stays crystal clear."

LG's release goes on to explain that the LEX8 tech should improve localised dimming in both 2D and 3D with its 'Micro Pixel Control' and this should make a clear difference when paired with the company's TruMotion 400Hz.

New standards

"In creating our first television using nano technology, LG is continuing to set new standards in TV technology and demonstrating once again that we're pushing the envelope of home entertainment," said Simon Kang, President and CEO of LG Home Entertainment Company.

"Just as difficult as it is to watch standard TV after experiencing high definition, people will resist going back to regular LED LCD TVs after viewing the LEX8."

The upshot of all of this tech is a televisions with a width of 88mm and a 1.25 cm bezel, leading to LG describing it as ' indisputably the slimmest and narrowest of any FULL LED TV in the world".

Need more, LG insists that this will be its finest 3D capable TV because: "By ensuring a uniform distribution of light from the LED backlight panels, the LEX8 illuminates the screen more effectively, for 3D pictures of unprecedented clarity and brightness."

We will of course be looking closely at the television at IFA - which is shaping up to be an exciting show indeed.

Apple is reportedly in 'advanced talks' with News Corp over putting its content on iTunes, with an event on September 7 likely to be the launch-pad for the rejigged Apple TV service.

With Apple widely rumoured to show off an overhauled television service (which almost certainly won't be called iTV in the UK), the event will also focus around a new iTunes rental service, as well as the new iPod Touch, according to news wire Bloomberg.

Apple TV, iPod Touch and the rental service will all benefit from a deal with News Corp. which has a major stake in British satellite broadcaster BSkyB.

Apparently viewers will be able to rent News Corp's Fox content for 48 hours for 99 cents (around 65p, but likely to be priced at 69p should it make it across the Atlantic).

Strategy

Apple's television strategy has been much discussed in recent weeks, with a revamped service always on the cards considering the success of the digital media shopping centre of iTunes and the explosive growth in Apple hardware.

Apple TV launched back in 2007, but the latest iteration is rumoured to be less PVR and more streaming media – as the company looks to the cloud and the forthcoming arrival of Google TV.

In the UK you can add Project Canvas to that list of competitors, with the BBC-led partnership with Arqiva, BT, Talk Talk, Channel 4, Channel Five and ITV likely to be a major hitter in television over IP on these shores.

Doubts from content makers

But, there remains doubts about a subscription model, with television companies still making huge amounts of cash from reselling their content – be it on DVD and Blu-ray or to broadcast platforms such as cable and satellite.

Indeed, Google TV - a television service from the search giant - is reportedly struggling to find major partners because of the fears over easily accessible content and what effect it will have on the producers of programmes.

One thing is for certain, and that it that the eyes of the tech world will be focused on San Francisco when Steve Jobs takes to the stage.