Well, i'll discuss about the sony brand since i myself got one last 3 weeks ago. But i bought the V series instead of the U which was KLV32V300A.. Upon my purchase, i tested the units side by side (the 32U300A and 32V300A) and i definitely saw the color difference which was that the V series was much more vivid and colorful and less pixellated compared to the U series, maybe because of the presence of their so-called bravia engine which they say is installed on the V but not on the U series. The test disc that was featured was shark tale, so plenty of colors were really observed and judging by my personal eye view the V series really standed out compared to the U. But the bad part is that the V series is 10 thousand pesos more of the pricetag of the U series. Nevertheless, i just picked the V series and also got the free home theatre and cordless earphones since what i am after is personal viewing satisfaction in my investment to last me several years to come.. Then this week, i glanced upon a new model of sony, the D series, it sports a motion flow technology and 24p film cinema feature, the two when combined produces a special effect wherein the visual that you can see is like a live video from a handycam shoot specially in fast moving scenes in which pixellations are really terminated.. If you are near trinoma, you could go to avant and see their 40" test display which features clips of spiderman, hellboy and swat and you could see what i mean.. But it's high price is a set back, it is 30 thousand pesos more than a V series. If you just want cinematic view a V series would fit in just fine, but if you want near realistic view and have spare cash to spend, then the D series can do. But personally, after watching the test demo of the D series again and again everytime i went to the mall, i find the V series more appealing to my view, since the motionflow technology does not activate all througout the video, it just select scenes thus the other scenes it just look like with the V series and sometimes it gets dizzy to view different frame rates. So in conclusion, i am happy to have purchased the KLV32V300A, its features and price fits me just fine.