Not to be outdone by Samsung or LG, JVC has announced its own implementation of 120Hz refresh rate on 1080p LCDs just prior to CES 2007. JVC's 120Hz Clear Motion Drive utilizes frame doubling and motion interpolation in a way that they claim is at least theoretically superior to a traditional 60Hz LCD with a 0ms refresh rate. The company has decided it is time to create a new way to measure the rate of image blurring, in order to show the difference between newer motion drive-equipped HDTVs and traditional panels. Called Motion Picture Response Time, these LCDs will rate 10.5ms, while previous models could not possibly rate higher than 13.3ms. However you count it, it will be interesting to see how much of a difference this new technology makes, and if people who already own conventional 1080p LCDs will consider upgrading for it when they become available in the second half of this year.