Asda Sells UK's Cheapest 40-inch Screen For £249

If you don't mind viewing content on a no-name television, then you might as well head off to Asda which is currently selling a 40-inch model for a jaw-dropping £249.

The Luxor brand is exclusive to the supermarket and has had its price knocked down by £50. Unlike many of its smaller sized competitors, the telly is a full HD, 1080p model with integrated Freeview. It has two HDMI ports and two SCART sockets, but no PC connection or USB ports.

The TV, which is known as the LUX-40-914-TVB, still costs £299 online and has had excellent reviews. It is wall mountable, has an AV In and Component Video In socket.

As expected it doesn't look as slim and svelte as models from better known rivals. The surrounding bezel is thick and the stand could be better designed.

Asda claims that the device is manufactured "exclusively" for the outfit at factories that make "some of the world's leading television brands".

The last few months have seen a significant drop in the price of mid-size LCD televisions with 32-inch HD ready models available for around £150, almost half the price they commanded back in 2009.

Models with larger LCD screens are yet to fall in price significantly, although the prices of televisions with 3D functionality have fallen quite abruptly in the last 12 months.