i had purchase a sony led KDL-40ex710 IT WAS A WOUNDERFULL EXPERIENCE BUYING FROM AMBIENCEMALL SONY CENTER THEY HAV GIVEN ALL THE INFORMATION ABOUT THE LED OR LCD I WAS CONFUSED BETWEEN LCD & LED I WAS THINKING SHOULD I GO WITH SAMSUNG OR SONY BUT SONY CENTER SALESMAN HAD GAVE ME THE COMPERISION BETWEEN LCD & LED SO FINALY I PURCHASED SONY LED TV 40EX710 NOW SO I M RECOMANDED TO MY FRND & FAMILY BUY FROM SONY CENTER AMBIENCEMALL ONLY MY FRIEND IS ALSO LOOKING FOR SAME LED TV