a stable of new HDTVs at CES this year, it was apparent the outfit was beginning to head in another direction. For years it had pushed itself as a discount brand, grabbing market share the only way it knew how: by selling cheap. With a decent foothold in the US, Vizio has finally decided to switch gears and begin to market the more sophisticated aspects of its HDTVs. It won't stop throwing the word "value" around, but rather than honing in on how much cheaper its wares are compared to top-label competitors, it has now hired an ad agency to showcase the high-quality aspects. According to said agency, it wants "consumers to associate premiere audio quality, along with images, when they think about Vizio," and beyond all that, we're also hearing confirmation that the outfit will indeed be pushing out a low-cost soundbar in the near future. Go get 'em, Vizio.