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If you get all your flat-panel industry information from news reports, you might think LCD screens are on a tear and taking over the market. After all, research shows that everybody and their neighbor will buy an LCD TV in the next four years, and even the highest-quality competing plasma screen makers are looking to drop out of the business.

But wait! Don't count plasma out, pleads the Plasma Display Coalition, an industry group devoted to promoting the format. The group released a press release detailing the advances in design consumers can expect if they stick with plasma:  "Manufacturers of Plasma HDTVs are readying new lineups that promise stunning advances in plasma TV technology."

According to the PDC, these include:

-New plasmas last more than 25 years in typical home TV use
-Plasma power consumption was cut by about 30% in 2007
-Plasma module production grew more than 20% in 2007
-Quixel Research says Plasma TV sales reached their highest in the last quarter of 2007
-By 2009, Hitachi will sell Ultrathin Plasmas that are 1.5 inches thick
-In 2008, LG's plasmas will feature an "invisible speaker system" around the perimeter of the bezel for a clean, sophisticated design
-Upcoming Panasonic plasmas will consume half the power of current models and contain no lead
-As part of "Project Kuro" Pioneer is working on the thinnest plasma ever at 9 millimeters

Are these design promises - thinner, more energy-efficient, and sleeker profiles - enough to sustain the plasma format?

LG, at least, reaffirmed its commitment to plasma. On Friday, CEO Nam Yong said he's looking for investment partners for LG's plasma business, according to Reuters. "The plasma market is shrinking but profitability is improving," Yong said. -Rachel Rosmarin

Plasma Display Coalition