There's no plasma in sight, but Sharp and Pioneer hail their new LED backlit LCD as providing the best picture quality on the market today.
"Over the past 25 years the Elite brand has developed a loyal and avid fan base of audiophiles and videophiles," says Sharp marketing manager Tom Evans. He's right of course - Pioneer Elite is a well respected brand, especially when it comes to TVs like the legendary Kuro.
Fans of Pioneer Elite sets may be a bit disappointed that there's no plasma, but Sharp is confident that you'll be blown away by what their LCD set has to offer. It boasts full LED backlighting, local dimming, a yellow sub-pixel, video streaming and everything else you'd expect to find in one of Sharp's high-end sets.
The new Elite is THX certified and can be adjusted via Elite Pure Mode to replicate the look of an older Pioneer Elite set. It also offers Elite Advantage LiveSM which lets you connect directly to a personal advisor who can help you with calibration, picture adjustment or just basic setups.
The true test of the displays will be what they look like when you sit down in front of them though. You'll be able to get a look at the $5,999, 60 inch model when it hits high-end retailers next week. By the end of the month, those same shops will have the 70 inch, $8,499 model for your consideration.