They
are among the companies that are trying to keep HDTVs from becoming a commodity product a la DVD players, a category which they were largely driven to when unknown Asian manufacturers began to slap
them together and sell them for $50, cutting deeply in margins for name brands.
"The goal is to break away from the commoditized market," says Ken Shioda, general manager of display products for Pioneer. That company just demonstrated a 50-inch plasma TV that is a mere 9 millimeters -- just three-eighths of an inch -- thick, a prototype that could be on the market as early as next year.
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