Sony isn't usually a brand we associate with particularly aggressive prices. Yet £750 or so for the Bravia KDL-40V5500 really doesn't seem all that much when you consider it's a 1080p, 40-inch LCD TV complete with Sony's new Bravia Engine 3 video-processing software and AppliCast online system.
Given its position towards the bottom of Sony's current LCD TV range, the KDL-40V5500 boasts a surprising amount of shelf appeal. For starters, it's very robustly built, and its slender black body is quite attractive, despite not looking particularly original. It's also handsomely connected, with four HDMI sockets, an Ethernet port and a USB jack among the highlights.
The Ethernet port is a dual-purpose affair, allowing you to access either files on a networked PC, or Sony's AppliCast online service. The USB jack is better than most too -- it plays MP3 audio and movie files, as well as the typical JPEG stills.
Our good first impressions were reinforced as we delved into the KDL-40V5500's neatly presented on-screen menus and uncovered an impressive degree of picture-setting flexibility for such a relatively affordable TV. Options include Sony's colour-enhancing Live Colour engine, a black-level booster, and two different noise-reduction circuits.
There's plenty of picture-enhancing features behind the scenes too, most notably Sony's Bravia Engine 3 video processing. Sony claims it represents a major improvement on previous Bravia Engine generations. It's designed to improve everything from colour and black level to motion handling, sharpness and noise reduction. The only disappointment so far is the KDL-40V5500's lack of 100Hz motion handling. For that, you'll have to step up to Sony's new W5500 models.
Another disappointment is the AppliCast system. It's really short on content compared with the online systems from other brands like Philips, Panasonic and Samsung. All you get of note are a few uploadable photographs to use as screensavers, a world clock, access to RSS news feeds, weather reports, and an on-screen calculator.