i have a 36xbr250. i think is has a grat picture. i have had many sony tvs. i feel they are fist rate.
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The Sony XBR direct view sets are some of the finest out there. That said, you might also try the Panasonic Tau line and Toshiba's widescreen sets for comparison. I would also check out the HDTV Ready projection sets if you have the room, especially if you are getting a HDTV dish and progressive scan DVD. I personally could not justify the high price for the direct view sets with only a 34 or 40" screen.
I have a 36" WEGA XBR, and I think it has a fabulous picture. I had my set professionally adjusted by a ISF (Imaging Sciences Foundation) technician, to be sure the color balance was accurate, and everyone who watches my set comments on the superb color rendition and resolution (set the "sharpness" control almost to off).