"I would say: go for the 9604! I bought this tv last week and I am very satisfied with it. I compared it to the 7404 and to me the differences were clearly noticable. Regarding the picture quality: sharper HD images, more stable with SD, vibrant colours,... The design is great too imo and the remote is very hefty and sturdy. Ambilight is also more pleasant for the eyes than I would have ever thought. It's without a doubt the best 32" tv on the market."
That's really useful to know and was my gut feeling too. Wonder if Whathifi agree? Would be interested to see their comments.
It seems rare for companies to fully spec their 32inch sets ie all the top goodies (eg Pixelperfect HD) seem to be reserved for the bigger screen sizes. I have to say Phillips seems to have great TVs at the moment and that has probably made my mind up. I also see you can get Sony Bravia KDL32W5810 LCD HD - a freesat tv for 800 quid with S560 bluray player thrown in, TV has yet to be reviewed by Whathifi tho from what I can see.....