As promised, on Monday night Mitsubishi announced its new TV technology to great fanfare and accompanied by a very loud soundtrack. It was presented in a rear projection 50" configuration, and incorporates a Real-D 3D processor so that viewers with the appropriate glasses see a 3-D effect. This was quite impressive relative to other 3D approaches we have seen, although we still have reservations that many viewers will be happy with wearing glasses. Video quality seemed impressive, and Mitsubishi claims that the laser TV reproduces nearly twice the colour gamut as the best LCDs available today. However, market trends suggest that, however good the picture, demand for TVs that is likely to remain in decline. Mitsubishi is trying to position the product as a new category to de-emphasise the competition, but few customers will be fooled. Laser will help Mitsubishi sustain its market share in a decling segment, but it is unlikely to do more that stall the long-term decline in rear-projection formats. Digital Home Entertainment Devices: Global Market Forecast Q407