It boasts enough coloured illumination to put Oxford Street to shame.

The only disappointment: it costs more than a50-inch Pioneer Kuro.

Yes, that’s right, the 42PFL9903D has a list price of 2,500.

The ‘Active Frame’ is the bit that matches what’s on screen with the front-facing LEDs.

There’s also been a significant increase in the number of LEDs used in the TV.

The old model had 128, but this shiny new version has ‘over 150’ LEDs, Philips claims.

We’re going to go right ahead and assume it means 151.

Philips also claims this is the fastest-responding LCD screen on the market, with a refresh rate of 2ms.

Sound is produced by a six-speaker system, which fires audio forward with some invisible trickery.