Definitely Philips for me.
I have just got rid of my 6 year old Hitachi plasma (42PD3000E) which has provided sterling service and had one of the best SD pictures available at the time. After a lengthy study of currently available models I decided to buy a Philips LCD. I had seen a demo of the 42PFL9664 in John Lewis side by side with the Panasonic and Samsung LED models and together with the 5 star review by WHF this was the model I would buy.
However, from the Philips website I noticed that the new generation of LED LCD was now available. I was especially interested in the 40PFL9704. With full LED back lighting (not the Samsung edge lighting) and energy consumption of about 100 watts, I determined to buy this model even though it has not yet been reviewed by WHF. Purchasing was another story. This TV is like gold dust. They are so popular in Europe the allocation for the UK is minimal and all dealers I contacted had a long wating list and no delivery until 2010.
I was dead lucky. From their web site I saw that Richer Sound now supplied this model. When I contacted the Watford branch I learnt that there was only one unit in stock in the UK and that was in Middlesborough. To cut a long story short I managed to get this unit.
Great excitement when I turned it on. Then great disappointment. The factory settings were awful. From the WHF review I noticed that setting up to get best results is a complicated and lengthy procedure. So it proved. After hours of adjusting the settings I finally arrived at TV nirvanah. This TV is without doubt the finest on sale at present. The LED back lighting gives incredible contrast and the 200Hz scanning smoothes out all motion judder. The clarity with the built in digital SD tuner is almost HI DEF. It also works equally well with the Humax recorder and Virgin digibox. I can't wait to connect a Hi Def source.
If you intend to buy this TV, to save you time I list below the settings you need to get (in my opinion) the best picture.
Smart Settings-Personal, Contrast-95, Brightness-50, Colour-50, Sharpness-0, Noise reduction-off, tint-Normal, Perfect Natural Motion- Minimum, 200Hz-On, Advanced sharpness-On, Dynamic Contrast-Medium, Dynamic BackLight-Best Picture, MPEG Atrifact-Off, Colour Enhancement-Off. (that setting gave me the most trouble. With the colour enhancement ON, the colours are all wrong, DON'T USE IT!
Finally thisTV has built in WiFi. They call it NET TV. It works, up to a point. The problem is that all settings are performed using the remote control. This has turned out to be a real pain. After a few sessions I went back to my PC. Until they come up with a way of connecting a keyboard and mouse I won't be using it much.
Hope this diatribe helps with your dilemma. Any more questions please ask.