Teaching plasma to follow LCD's lead

Once considered the future of television, plasma TVs have lost their shine.

In the last several years, the display known for excellent picture quality has given ground to the exploding popularity of LCD (liquid crystal display) in the high-definition TV market. Though plasma TVs were first to reach consumers a decade ago, LCD TV manufacturers were able to bring the costs below their plasma counterparts with an efficient panel manufacturing process.

Now researchers are looking at ways to improve plasma's brightness levels, power consumption and cost, and developers hope that will help plasma regain some of the ground it's lost. Of course, LCD technology will also improve, but the closer pricing appears between the two, the more viable an alternative plasma becomes.

"Performance will be going up in both (plasma and LCD), but costs will be coming down faster in plasma," according to Ross Young, president of market research firm DisplaySearch.

That's good news for consumers. One of the biggest challenges in getting people to switch to high-definition TVs is the price. Predictably, as prices have fallen in the last year, more consumers are willing to buy into the idea of the HD experience. About 1 million plasma and 5.2 million LCD TV sets were sold in the US last year, compared to about 750,000 plasma and 2.6 million LCD the year before that, according to retail tracking data collected by The NPD Group.