With a similar specification to its 40V5500 sibling, the 40W5500 gains the benefit of Sony's 100Hz 'Motion Flow' system along with 'Image Blur Reduction' technology. Contrast ratio also goes up from a claimed 60,000:1 on the V series to 100,000:1 on the W series.
With all the fanfare surrounding the web enabled features of flat panel TV's, some of the core ingredients of flat panel TV's seem to be slipping quietly under the radar. None more so than the arrival of the latest incarnation of Sony's impressive 'Bravia' picture processing technology, making its debut in the form of 'Bravia 3'. Sony have re-engineered their core picture processing technology from the ground up and more than any other component, this element will have the greatest impact on picture performance.
The Black Level ability of the 40W5500 illustrates the growing maturity not only of Sony LCD TV's but of the technology in general. Less than six months ago such deep lush blacks would have been a revelation. The Sony is still remarkable in that we are now witnessing this kind of ability from a mid level flat panel. Yes, some of the LED equipped TV's recently launched can produce more subtle shadow detail, but for the price Sony have produced a TV which is only bettered by more expensive offerings.
Read a full review of the Sony KDL-40W5500
Sony KDL-40W5500 
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