There's no denying that LED-backlit LCD TVs are LCD TVs that contain LEDs as a source of backlighting instead of traditional CCFL bulbs. But when it comes to introducing the technology at the retail level, the issue can lend to a lot of customer confusion. For one, if you call it an LED-backlit LCD, the customers' eyes will likely glaze over. But if you call it an LED TV, aren't you misinforming him? After all, the only truly "LED" TVs on the market are ones like that 11" Sony OLED beauty that was introduced a few years back. Right?

Some would say it's all semantics, but judging from the industry debate, it's clear that whether you agree with one side or the other, it's an issue that requires addressing.

"LED TVs"
If features like slim form factor, energy savings, and better picture quality, can't be achieved using traditional TFT LCD technologies, than how can we possibly use the same name? And if light source has nothing to do with naming a flat panel, why do we call a plasma a plasma?

Then again, the difference between TFT-LCDs with CCFL backlights and LCDs with LED backlights is significant enough that consumers need to understand the benefits. In this respect, you're selling yourself short by selling these flat panels simply as LCDs.

According to Robert Gumiela, Director of Marketing for CE at Samsung Electronics of Canada Inc., there is a bevy of differences between LCD and "LED" that warrant dropping the LCD moniker.

"What has four wheels, a steering wheel, and an engine?" he asks, showing us a diagram of a golf cart, a tractor, and a Maserati. "It would be rather interesting playing eighteen holes using a Maserati, cruising the Autobahn on a tractor, or plowing fields with a golf cart. They share a commonality of being vehicles and providing transportation, but their differences outweigh their similarities."

He moves on to his next example. This time, the photo depicts a calculator, a wristwatch, and a clock radio. "They are all true liquid crystal displays," he says, "but it would be quite interesting using them to watch TSN in HD. What we know as an LCD TV is really a TFT-CCFL liquid crystal display device that combines a variety of technologies to product a high-definition video image."

Analogies are great, but Gumiela cites eight points that he feels really bring his position home.

• LED is a solid state semi-conductor opposed to a CCFL which uses a fluorescent lamp to produce light;
• LED light is significantly faster in rise and decay time which results in better contrast ratios and better motion performance;
• The liquid crystal substrate is modified to account for faster LED response time. (Sure, there is a substrate that contains liquid crystals, but you have to have a thin film transistor layer to actually control them. And because LED performs differently, that TFT is different.);
• The LED light path uses a number of substrate elements (light plates, prisms) which is distinctly different to a conventional CCFL ;
• The LED colour gamut (typically 105% of HD colour gamut) is distinctly different to a conventional CCFL;
• LED panel substrates utilize enhanced polarization films;
• LED utilizes significantly less power than conventional CCFL;
• LED light technology contributes to a remarkably different mechanical or cosmetic design.

While Samsung is a big proponent on this front, the Korean manufacturer is not alone in its stance. Listen to any Bay Bloor Radio radio ad and you'll note that the downtown Toronto retailer clearly distinguishes among plasma, LCD, and LED TVs.

According to Richard Bowden, the retailer's Director of Sales, customers find it easier to understand the situation this way. "Category One: Plasma. Category 2: LCD (we explain the basics; the rear-mounted fluorescent tubes, etc.) Category Three: LED. (we explain the sub-categories of full array and edge lit).

"To clients," he continues, "they seem to want to know which is the newest technology, which is most energy efficient, and of course which is the thinnest. At the end of the day, there is a lot of LCD, LED, ABC going around. Of course the most important thing is to reinforce that most premium brands are exiting the LCD label and moving to LED."

However, Bowden does admit that the TVs are discussed as somewhere along the lines of the next-generation LCD TVs, which means the three-letters aren't completely lost in translation.

To the counter-points noted in the opposite section, Gumiela muses: "I'm still trying to watch the hockey game on my LCD clock radio. I tried changing the back light, but to no avail."

Samsung Canada's Robert Gumiela poses proudly in front of a series of complex diagrams and calculations that he feels justify why LCD TVs with LED backlighting should be called LED TVs.

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