Sharp to introduce world's first Blu-ray LCD

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The latest in Sharp's Aquos line of televisions will hit the market in late November with prices between 170,000 and 500,000 yen (1,680 and 4,950 dollars).

"At a time that competition is tough and the atmosphere bad, we want to differentiate ourselves by offering customers products that are of great quality but simple to use," Sharp chief executive Mikio Katayama told reporters.

The new Aquos "DX series" means a customer does not need to buy a separate DVD player or recorder, although the DVD unit can still come out of the television if there is a need for repair.

Sharp was at the forefront of LCD televisions. Blu-Ray, backed by Sony Corp. and other electronics makers, has beaten out Toshiba Corp.'s HD DVD as the next-generation standard.

Sharp said it would not immediately release the new Aquos overseas. Japan has been the key market for next-generation DVDs, which allow better quality images and more interactive features than traditional DVDs.