The brainstormers at LG are on a marketing escapade, promoting their IPS LCD panels which are now available at a mega retailer near you. LG claims that their new HDTV's IPS Technology will help you enjoy flicker–free motion pictures. In case you don’t want the commentary to die out in a cacophony of human voices in the background, the ‘Clear Voice’ feature alters the sound balance to reduce the background noise.

(IPS) technology is one of the world’s leading LCD technologies, and innovatively aligns liquid crystal technology to increase the viewing angle. With an IPS panel Moving Picture Response Time (MPRT) performance and variation is improved. Cricket fanatics can be assured that there will be no colour distortion from any angle because of no shift in gamma rays, thus being least strenuous to human eyes. The touch panel is also vastly stable as moving picture image sticking does not occur.

Developed in 1996, IPS was initially meant to improve the poor viewing angle and the poor color reproduction of twisted nematic (TN) panels at that time. Its name comes from the main difference from the TN display, with the crystal molecules moving parallel to the panel plane instead of moving perpendicularly. This change reduces the amount of light scattering in the matrix, which gives IPS its characteristic wide-viewing angles and good color reproduction.