The room is packed to the gills, and it took a few shady dealings to even get in the door, but we're finally in. Right now they're touting their various HD technologies, it's a bit of a yawn, but we'll join Mr. Presenter in progress all the same.
10:37 (PST) - Touting DynaLight, and now ColorBurst, which will be featured in all 1080p sets for wider color gamut.
"Not only do you want a better picture, but you want it to be easier to use." Hence CE-Link, which allows for device / TV communication via HDMI, so that remote operations can be simplified.
10:40 - Now he's talking about hertz. So very (not) exciting. A new ClearFrame 120Hz tech eliminates LCD motion blur, which plasma fanboys have been shouting about. "Motion vector frame interpolation." Sounds pretty hot.