Based upon average daily viewing time of 6 1/2 hours, Panasonic 1080p Plasma HDTVs could on average take more than 42 years before they reach half of their original brightness level. Panasonic rates its current line of 720p Plasma HDTVs to play for 60,000 hours to half brightness or 25 years at six and a half hours per day.

"This is a significant step for Panasonic Plasma and something we feel is yet another differentiator for our Plasma HDTV products," said Dr. Paul F. Liao, Chief Technology Officer, Panasonic Corporation of North America. "What makes this milestone even more significant is that this rating is to half brightness, not until end of life cycle. Even after 42 years, on average, our Plasma HDTVs could still be able to provide their owners with clear, crisp colorful high definition images."

The 100,000 hour rating only applies to Panasonic's 1080p TVs. The 720p models are rated for 60,000 hours to half brightness or 25 years at 6.5 hours viewing per day.

Panasonic's 1080p plasma HDTV's are available in 42 inch, 50 inch, 58 inch & 65 inch sizes