Buying a new television used to straightforward: It was simply a matter of deciding how large you wanted the screen to be.
Today, however, the purchase process has become much more complex as the 107-year-old cathode-ray tube (CRT) is quickly being replaced with new technology such as digital light processing (DLP), liquid crystal displays (LCD) and plasma. Then you have high-definition television (HDTV), which only serves to make most consumers even more bewildered.

So where does the consumer start?

You could venture into a retailer such as Future Shop, Best Buy, 2001 Audio Video or London Drugs but there is a strong chance of being overwhelmed by the dozens of televisions offered by manufacturers such as BenQ, Samsung, Panasonic, Sony, Toshiba, LG and Sharp; not to mention fast-talking salespeople keen to close a deal. A more pragmatic option is to research the different types of technology and figure out which television best suits your needs.

Colin Cottrell, merchandising manager with the London Drugs Ltd. audio/video and electronics departments, said consumers should start by thinking about where the television is going to be located and how it is going to be used. They also need to decide if size and weight are an issue, the size of the screen, and their budget.

Flat-panel LCD and plasma televisions have garnered a lot of attention because they can be mounted on a wall and, as a result, are ideal for smaller rooms. They have also become popular with those looking for a compact, but high-quality, television, in the kitchen or bathroom.

Flat-panel LCD and plasma televisions, however, are not cheap. A 15-inch LCD can cost $500 to $900, while a 32-inch model will set you back more than $4,500. A 42-inch plasma television is more than $3,500 while a 50-inch model is about $10,000.

Rear-projection televisions using DLP technology have gained favour because they weigh about 60 pounds compared with CRT models at 150 to 200 pounds. In addition, rear-projection DLP televisions are less expensive than flat-panel LCD and plasma units. A 42-inch to 46-inch model will cost about $3,000 to $3,500, while a 50-inch model is about $4,000.

For consumers not concerned about or into next-generation televisions, prices for cathode tube televisions are a relative bargain. A 32-inch brand-name model can be had for under $600.

Pat Button, vice-president, sales and marketing with Samsung Electronics Canada, said sales of plasma televisions will double to 40,000 units in 2005 from 20,000 this year, while LCD television sales will climb to 198,000 from 100,000 and rear-projection television sales will increase to 337,000 from 310,000.

One of the biggest challenges facing consumers is whether now is the time to buy a new television. With prices tumbling as the technology improves, the question is whether it is better to take the plunge or wait another three to 12 months. In many respects, it resembles the personal computer industry of a few years ago when new, more powerful models were coming out every six months to a year.

"Why buy later? You can say that for anything," said Carmen Sirianni, national sales manager, consumer electronics with BenQ Canada Corp. "Every year, there is always something new coming out, while the older [technology] drops in price."

One of the reasons prices are falling so quickly is that new manufacturing plants are being opened to meet the demand for LCD and plasma televisions. Panasonic, for example, is increasing LCD flat-panel production to 4.5 million units in 2005 from 1.5 million this year. At the same time, production improvements mean that more flat-panels can be made from the same amount of material, and larger screens can be produced.

Given all the focus on televisions featuring new technology, will there be any room for televisions with CRTs? Some industry insiders believe CRTs will completely disappear within the next two to five years, while others believe there will always be a market for ultra-cheap televisions for couch potatoes who don't need or want any bells or whistles.

With all the choices out there, retailers are expecting televisions will be a hot commodity during the holiday season.

"We are counting on strong sales of DLP, plasma, LCD and even standard TVs," said Scott Newbrough, senior merchandise manager for televisions with Best Buy Canada. "Everybody is anxious about TVs for Christmas. Generally, everybody has waited for Boxing Day to buy a TV. But prices are really good now and they have been all year."