Sony is upping the ante in the consumer market with three LCD televisions that are capable of receiving satellite TV, cable and terrestrial TV as well, putting them on par with Panasonic's Viera Freesat range.
The three models - the BRAVIA V5800, W5800 and Z5800 - can handle DVB-S2 (Satellite), DVB-T (Freeview) and DVB-C (Cable) and have built in support for CI+ support for accessing pay TV.
This means that uses won't need to buy any other set top boxes to be connected and tangled cables could be a long gone souvenir.
But the TV sets could well be obsolete by the time they are launched as Freeview HD is set to debut in December.
The new Bravias can display content at Full HD or 1080p; the V5800 is the entry level version with a 60Hz display panel, the W5800 has a 100Hz display whereas the Z5800 uses a 200Hz panel.
Other than that, they all come with a contrast ratio of 100000:1 and have power saving features that include a light sensor for automatic backlight adjustment which should consume up to 30 percent less energy when in stand-by mode.
All the models also come with four HDMI and USB ports and comply to the DLNA certification which means that they are ideal for a connected household. They will be available in a number of screen sizes, going from 32-inch all the way to 52-inch.
Sony has yet to release the price of the LCD televisions or give more fundamental details about the sets. Panasonic sells its 50-inch Viera Plasma with 3 year warranty for around £1150 which sets a benchmark for Sony. And customers could even use Sony's Scrappage scheme to buy one of those new Bravias.