Ultra HDTV prices continue to tumble — even for models that haven’t yet hit the market.

This week, both LG and Sharp announced plans to drop the UPP (Unilateral Pricing Policy, a determination of the minimum amount a retailer can sell a product for without getting spanked by the manufacturer) on their respective Ultra HDTVs. The affected sets from LG include the 55-inch 55LA9700, which decreases in price by $1,000 to $4,999, and the 65-inch 65LA9700, which can now be had for $6,499 — a $1,500 dip.

Sharp’s forthcoming Ultra HDTV offering is the 70-inch Sharp HE LC-70UD1U which will now sell for as low as $5,999 — a $1,000 drop — when it hits retailers and on September 15. The moves follow on the heels of recent announcements by Samsung and Sony, both of which announced identical $1,000 and $1,500 price drops on their 55- and 65-inch Ultra HD models.

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Click on the above links to get detailed info on the LG, Samsung, and Sony Ultra HDTVs. As for the Sharp, it will be the first Ultra HD set to ship in a 70-inch screen size — and the first THX certified model. What THX certification means for Ultra HDTVs at this point is unclear, but Sharp’s press materials indicate that it will provide a guarantee that the set’s 1080p-to-4K upconversion doesn’t suck.

—Zak Nugent


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