Strengths: The best picture on an LCD that one can purchase, its almost as good as a plasma.

Weaknesses: The Television has cooling fans probably about 1" square that make alot of noise. Sony doesn't seem to care about fixing the problem. Its very annoying especially at low volume.

Summary: Sony really needs to work on it Quality control for the whole set, not just the picture Quality, which truly can't be beat. Sony has very poor customer satisfaction.

Strengths: Superb Picture quality and brightness, very good stereo sound from built-in speakers

Weaknesses: Cost, but as expected for a superior product

Summary: I purchased the Sony Bravia 40" XBR LCD (KDL-40XBR4) after comparing several other brands, types (LCD & Plasma for the sizes I was looking at), and size (32" to 46"). I found the KDL-40XBR4 to be the best mix of features and size for my needs. First, the Sony Bravia XBR LCD line has wonderful picture quality that is still bright enough to watch in the middle of the day in a brightly lit room (our living room has a 12' sliding glass door which faces East, and is right next to the TV). The picture detail is outstanding due to the 1920 X 1080 Native Resolution, and motion is exceptionally smooth thanks to the 120Hz refresh rate and 24 Frames per Second frame rate capability with content that provides it. I leaned towards LCD early in my decision process originally for two reasons: LCD's can produce a brighter picture that Plasma, and you do not have the concern of image burn as you still do with Plasma (although it is much better than it was a few years ago). This was important to me due to the lighting of the room I was placing the TV in, and there is still enough standard definition content that I watch that I didn't want to worry about the black side bars causing a burn in problem. Many restaurants and stores show standard definition content on wide screen displays filling the screen in several ways. At first glance this *usually* looks good because the picture fills the screen, but not without some trade off. First, they will usually just s-t-r-e-c-h the picture to fill the screen - this results in the usual 10 pound gain that people always talked about on TV turns into about 40 pounds! Everyone looks like they need to go on a major diet (except the models - they surprisingly look normal...). The second option, which just came around recently is to s-trec-h just the outer edges of the picture to fill the screen - this looks good with still shots with someone in the middle of the screen, but as they move off screen, or if the picture is panning quickly, things spread out as they reach the sides of the screen. The third option is to "Zoom" the entire picture - This keeps everything in perspective, but it cuts off the entire top and bottom of the picture (foreheads and scrolling text, or sports scores - all gone!). The only way I like to watch standard definition content on a wide screen is to leave it alone, which gives you two black bars on the sides of the screen - kind of the opposite of "Letterboxed" where you had two black bars at the top and bottom of a standard screen when you watched a widescreen movie. Back to my original statement. On LCD displays, you do not have to worry that the two black bars will burn into the display the way they would on a Plasma display. The sound from the built in speakers is surprising - when I first saw the small band of speaker grill surrounding the screen, I figured it would be good enough for standard TV watching, and that I would definitely need a surround sound system for any decent sound. Although you will still need a full surround sound system for the best experience, the sound provided by the built in speakers is much better than expected. When I purchased the KDL-40XBR4, the KDL-40XBR5 was already available. The only difference I could find in the specifications was the inclusion of an RS232 Home Theater Installation Control capability port (not something I was going to use), extra 6 months of standard warranty (I was purchasing an extended warranty anyway), and the grill color. At the time, it was a $600 difference - Easy decision.I have been extremely happy with my purchase, and would recommend the Sony Bravia XBR 40" LCD KDL-40XBR4 as a top contender for anyone looking for a TV in this size range.

Strengths: Superb picture quality;Little evidence of the weaknesses usually ascribed to LCD TVs

Weaknesses: None experienced so far

Summary: I was replacing an 18 year-old CRT model (still going strong) as our household's primary TV, and decided to go "top of the line." I'm not a techie, so will report here the aspects of this purchase that were learnings for me, even after having researched the choice in Consumer Reports and on-line.1) Notwithstanding comments in the prior reviews here, this model does have PIP and I have yet to hear any sound from the fan, even very close to the unit.2) The default picture settings are overly vibrant (to attract attention in the showroom, no doubt), and quite wearing on the eyes in the first few hours of viewing. Searching on the web (e.g., following the PriceGrabber "expert review" link to the LCDtvBuyingGuide review by William Becker) suggested alternative settings that looked much more natural and were easier on the eyes.3) I had expected to need to upgrade my cable service to digital HD set-top box from the get-go, so I was very pleasantly surprised, when I stuck the coaxial cable directly in the back and let the TV search for channels, to discover the number of digital and HD channels I could tune with no upgrade of my "extended basic" cable service. Do not rush to upgrade your cable service; see first how well the XBR4 performs with your existing service.4) I've also been very pleased with how well this TV improves the picture of even analog channels.5) The manual is reasonably well-written and comprehensive, despite some technical jargon, and TV was pretty easy to set up without assistance. The only issue I haven't yet resolved is that I used a fibre optics cable for an audio connection from the TV to my tuner, and that hasn't worked; but the TV's own audio speakers are pretty good.

Strengths: Slick design, "floating glass" design, easy to set up, numerous picture controls; solid connectivity with three HDMI inputs and one PC input

Weaknesses: Expensive; hard to discern blur-reduction

Summary: Not quite as impressive as the best plasmas,after checking out flat-panel LCD from other brands. Sony seems to be a winner. However, it is more expensive than other comparable LCDs.

Strengths: Amazing picture quality, sound quality. Frame looks much better than all other current LCD TVs in the market.

Weaknesses: The on screen menu interface is a little awkward. The frame is beautiful, but a bit too wide.

Summary: This is the top of the line LCD TV. We have done a lot of research before buying the TV. And most reviews rated SONY XBR the best. Now that XBR5 is available, the price of XBR4 is dropping quickly although it has almost the same performance as XBR5. So we feel it is really a good time to buy the XBR4. Unlike most 60Hz LCD TVs, its 120Hz refresh rate will make sure that it won't become obsolete soon. We like the frame of this TV. Most of the LCD TVs have a shiny plastic frame, which we cannot stand because it is too distracting to the viewers. The only problem is that the frame is a little too wide compared to other LCD TVs. Our cabinet can otherwise hold a 46 inch TV, but because of XBR4's wide frame, we have to seattle for a 40 inch. I do think that the wide frame is mostly for the speaker, so it can provide better sound than most thin frame LCD TVs. I guess that is a tradeoff.We are also very happy about the fact that we can get HD TV signal from antenna (without paying to the cable company). I just put up an ordinary indoor antenna and got about 8 digital channels, some of which are even HD. The picture is amazing compared to what my old analogue TV got from the same antenna.

Strengths: We absolutely LOVE this television. Picture is sharp and the colors are vivid.

Weaknesses: None

Summary: We just purchased this television after LOTS of research. We really feel that the SONY XBR-4 gives us the most "bang for the buck". My husband would be the one to give the technical reasons that this is such a great TV. I can only say that the picture is fantastic and the colors are extremely vivid. We absolutely LOVE it and highly recommend this High Definition Television.

Strengths: Superb colors and overall picture quality.Great PIP and P&P featuresFull 1080 1:1 pixel Mapping.

Weaknesses: Pricey.

Summary: Bought this TV from my local retailer. I have always been a Sony supporter, and this TV will keep me as one. The feature set is incredible. From the endless customizations of the Picture quality. The Bravia Engine Pro simply is the best I have ever seen in its. The 120 refresh is an interesting thing, and it really can make the images pop off the screen, giving almost a 3D look to them. I really do not know how to explain it. Hooked up either via HDMI or through RGB form my PC the image and text is flawless. You really do feel like you are looking at a HUGE computer monitor. The PIP and P&P (Picture and Picture) features are great. While using one of the HDMI inputs you can pull up the P&P and scale either image to the size you like. For example I often like to have my Computer through the HDMI taking up what seems like 75% of the total LCD screen area, and then the other 35% is the internal tuner. You can simply click one button and switch between the audios of either area. You can of course do the same with say your cable box and the internal tuner. I have to say this is by far the best TV I have ever bought. If you can afford this unit I would say this is the one to buy. If you spend 300 less on a lesser model you will regret it later when you go to your neighbors house and see this one in action!

Strengths: Picture is great and sharp. TV's style is great too.

Weaknesses: Remote could be better. Price is high. No PIP function on the tv.

Summary: You can't go wrong with this tv. If you have the money I would invest in this tv. It's got great picture even without HD hookups. Regular DVD players picture is good. TV looks great on the wall too.

Strengths: Fantastic picture quality at both SD & HD using just an Antenna. Thin LCD with no reflections including the non-shiny trim. Supports full 1080p. DVD look good even without up converter. VHS looks OK.

Weaknesses: Horrible fan or electronics noise from the upper right when low or no sound.

Summary: First, like other posts, I think this is an awesome set with one annoying flaw -- the fan or electronics noise at low volumes. Can't hear the noise in the stores or when the volume is normal or piping through speakers. But you sure can hear when the kids are asleep and the volume is low or there is a quiet section of the movie. I don't even have that great hearing but it really annoys me. I exchanged the set due to the noise within 15 days. The second one was just as bad. I have contacted Sony but it seems unlikely to get any help. I think this is just a design flaw not a correctable defect. They claim the noise is under some NC35 noise threshold. But if I can hear it, it is too loud. Apparently, I wasn?t the first since it is in the FAQ.Beyond what other have posted:The trim is NOT shiny, thank goodness, so many TVs are coming with shiny trim that causes reflections and distractions to the viewing content. The cost is too high but it is the best 40? LCD available in the $2200 range (as of 11/07). The XBR5 might be better but you would need to pay nearly $600 more. The remote and option interface is pretty good. I think the menu navigation could still be easier and better. I wish the manual explained features in more detail. Such as Low power mode: off, low, high, picture off. What does that mean? The manual simply explains how to change it ? not why you might want to do that. I think the picture is darker in low power mode but I am not sure. Some of the defaults are strange like why not have the auto format on by default. Who wants to see a stretched picture on purpose? Picture and Picture is available but not very intuitive. Adding and removing channels is way easier on my 15 year-old 21? Sony TV. Why do companies forget how to do thing right?Really, considering today?s technology, I would give this set a near perfect score except for the noise. Sony really needs to fix that. I am torn. I am still considering returning it permanently. So bummed after finally taking the plunge.

Strengths: 120Hz frame rate, 10-bit color

Weaknesses: high price (but worth it)

Summary: We purchased this model primarily because of the 120Hz frame rate and the 10-bit color, and Sony has always been our favorite brand. The 120Hz Motionflow is really an outstanding feature that makes motion a lot smoother than the standard 60Hz flat panel sets. You really have to see it yourself to believe the drastic improvement.

Strengths: 120Hz judder improvement, 120Hz 24p 5:5, vivid colour, sharpness, detail, 1:1 pixel mapping, looks, very bright picture

Weaknesses: black levels worse than best plasmas, black crushing, motion blur/artifacts, price

Summary: This is arguably the best LCD out right now. It has many advanced features, including the ability to tune the audio out options/volume etc. for each output, but even standard components such as the image processor, are high end. It better have, for 1080p 40" TVs can be found far cheaper. It also has 3 HDMI 1080p inputs, one on either side and one in the back, making it easy to hook up console, receiver, computer, etc. The component inputs also support 1080p input, although the quality with hdmi is higher. Each input is low-lag so the TV is good for gaming. The 120Hz refresh rate makes fast motion scenes appear smoother. 35mm-film 24p movies are also much better on this TV. (this is because 120Hz/24fps = 5 frames per screen refresh, 60Hz/24fps=2.5, converted to ~30fps judder added, [search wikipedia for 3:2 pulldown]) The quality of the picture is really very good, both this and the samsung -71f are great buys.

Strengths: Flatscreen TV

Weaknesses: None

Summary: What a great performing TV. The picture is amazing and the conections are easily accessable and labled. I have only had the TV for a couple of days but with the Sony name behind it, I am sure of many years of great service.

Strengths: The HD picture on this tv is crystal clear, bright whites and great contrast. It has Picture in picture !!

Weaknesses: Price

Summary: The XBR4 is the top of the Sony LCD TV line. The colors are vibrant and seem almost 3D. The programs broadcast in SD are upgraded automatically to near HD quality. The remote and adjustment menu are both easy to use. I am extremely happy with this TV. The picture is the best I have seen on any brand, it is a major improvement over even last year's model. Last years model did not have PIP, this years does and the bezel on last years model was gray, this year's black bezel surrounded by the floating glass around it, makes the set look awesome even when it is not on. We purchased this 40 inch TV for our bedroom after we purchased and feel in love with the 52 inch version which we put in the living room last week. I am sorry we didn't buy 46 inch version for the bedroom instead, it is hard to judge the right size for a particular room. Bigger is better for this TV !! I have owned several Sony TVs and loved everyone of them. Sony has a reputation for reliability and I didn't want to buy a lesser brand and have to pay for repairs later. It was the most expensive 40 inch set available but it was worth every penny !!

Strengths: One of the best 1080p LCD pictures around - Motionflow frame rate capability

Weaknesses: Pricey & no PIP (Picture-in-Picture) Function

Summary: If you're looking for an LCD with a great color palette, look no further than the KD-40XBR4. This is the replacement for the KDL-40XBR2. With a better looking outside and inside. The exterior features a striking black bezel compared to last year's grey one.The key improvements include 120Hz HD high frame rate capability which Sony calls "Motionflow." This provides smoother motion especially in film media. Movies and animation are greatly improved with this innovation.This Bravia has a better color palette with Live Color Creation technology to provide better color reproducrtions than previous models.With this model (and other new Sony models), Sony has built in a new menu interface which is transparent in front of your current input--TV, DVD, etc. This makes it easier to make changes while you watch them adjust on your set.This Bravia is loaded with input ports--3 HDMI, 2 component video and 3 composite video plus PC video connections. How many do you really need?On the down side, for the amount of MSRP ($2800), you would expect a high-end feature such as PIP (Picture-in-Picture) which gives you dual tuners so you could watch two programs at the same time (Think sports!)The only other drawback is the price of this model. Sony offers many other Bravia sets in the 40" screen size which are hundreds less than this one. Sony just wants you to pay for the XBR privilege!If you don't mind paying a few hundred more than the competition in a 40" HDTV, you will get a top quality set loaded with features. Sure, you can buy an HDTV for less, but you probably won't find a better looking picture on the market than the KDL-40XBR4.