Sony already fessed up to the European versions of these sets last week at IFA, but we were able to wrap our eyes around the US versions here at CEDIA. Both sets were expectedly gorgeous, but the ultrathin KLV-40ZX1M (which is curiously slated to ship sans a TV tuner in the US, per a rep) really won over our hearts. Hit the gallery below and see if you're equally touched.

Gallery | 20 Photos

Hands-on with Sony's 240Hz KDL-52XBR7 / 9.9mm KLV-40ZX1M HDTVs

Panasonic's PZ850 VIERA plasma hands-on