HD-Ready TV prices are tumbling fast and right on cue, Sharp's launched a budget range to cater for those who are yet to upgrade their ageing CRT.
Eyeing up that patch on the carpet, the D44 series comes in 26 and 32 inch sizes, in either customary black or a new silver and grey finish (pictured).
Don't expect a 1080p picture - it's 1366x768 pixels only - but you do get a fast 6ms response time that's further boosted by Sharp's Quick Shoot to make fast moving images look even slicker - gamers and sports fans take note.
The 10000:1 contrast ratio's none too shabby and with optical image control borrowed from the higher end models to adapt to any lighting conditions - these could be the bargain of the year.
For those who can hang on 'til, there'll also be a supersized 37 inch edition out by the July but that's in black only, so don't go redecorating the living room for its sake.
Sharp AQUOS LC-26D44, LC-32D44, LC-37D44
Price: £450, £600, £TBA
On sale: March, March, July