Sony KDL-37W5500 Review

37in LCD

Picture
Sound
Features
Usability
Value

The KDL-37W5500 joins a leading pack of mid range LCD TV's.

Rating:

92%

Reviewed: 10 June 2009

Black level ability

Benefits of 100Hz do not convince

Design

Sony's 'Draw the line' styling concept was a radical stylistic departure in its original incarnation, while on the 'W' series it has become more subdued (even compared to the new 'V' series). The screen retains what has now become a trademark transparent strip on the underside of the frame but it is not as visible or pronounced as on previous models, with a dot matrix effect masking most of the transparency.

The end result is still an appealing mix however, with above average build quality and styling which is still very pleasing to the eye - a glossy black finish adds to the overall impact of what we have grown to expect from Sony - a supremely classy piece of audio visual kit.

Features

A lower claimed contrast ratio of 50,000:1 compared to its W series siblings reflects the fact that the 37W5500's panel is not actually made by Sony. With their own proprietary image processing circuitry in place this may have little or no bearing on the performance of the screen; and when this image circuitry comes in the shape of the latest incarnation of Sony's 'Bravia' engine our expectations for performance begin to rise significantly.

Screen: 37in 16:9

Tuner: Digital

Sound System: Nicam

Resolution: 1920 x 1080

Contrast Ratio: 50,000:1

Other Features: 100Hz, Bravia 3 picture processing, Applicast, DLNA.

Sockets: 4 HDMI, 2 SCART, Component Video, Composite Video, S-video, PC input, DLNA Ethernet port, USB, CAM Slot.

With the marketing fanfare surrounding some of the new features to be found on flat panel TV's these days, it is easy to forget that core picture processing elements remain central to the performance of any TV. With the inclusion of Bravia 3 processing, Sony have upgraded their most important picture processing element.

Bravia 3 is more than just a simple tweak of existing circuitry - 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 37W5500 is equipped with Sony's take on 100Hz processing, 'Motion Flow' and also gains the benefit of 'Image Blur Reduction' technology. Elsewhere there are a very healthy 4 HDMI inputs and a Full HD (1920 x 1080) resolution. The 37W5500 also comes with 24p True Cinema mode, for enhanced 1080p/24 playback.

Internet connectivity is fast becoming the must have feature for flat panel TV's in 2009 and Sony have been quick to introduce a solution. Their AppliCast technology does not provide full blown internet access but allows consumers to access 'widget' like applications to subscribe to RSS feeds, look up stock quotes, check the weather etc.

Unlike other manufacturers, Sony have decided to provide access to their own content through a dedicated 'portal'. While the likes of Samsung have forged agreements with various third party information providers such as YouTube and Flickr to provide content for their internet enabled TV's, Sony has decided to hold a tighter grip on the reins - their thinking being to provide content that is perfectly optimized for their Bravia range of LCD TV's.

If Sony create a portal with a wealth of useful online content then their approach could prove to be a success. We can't help thinking however that open internet access is so embedded in the psyche that Sony will struggle to convince people of their approach - only time will tell ...

Alongside 'Applicast' Sony have added the DLNA (Digital Living Network Alliance) standard to the W5500's list of features. DNLA lets users stream video, music and photos from a networked home PC onto the TV screen.

Sony are currently at the forefront of introducing 'Green' features to their TV's. A light Sensor automatically adjusts screen brightness depending on the ambient light levels in your room, and you now have the option to switch the picture off while retaining the sound.

The USB Media Player function provides an easy method for watching digital content at home. Connect any compatible media device to the set’s USB input, select 'Media Player' from the XMB (Xross Media Bar) on-screen menu and you are ready to view digital photos, MPEG1 video clips, or listen to MP3 music tracks through your TV’s speakers.

Performance

Possibly reflecting the fact that Sony do not make the panels for the 37W5500, we were pleased to see none of the backlight inconsistencies that seem to have affected a number of Sony LCD TV's of late. Instead, we are treated to the full glory of Bravia 3 processing unencumbered by any shortcomings in the manufacture of the screen.

With a small amount of visible on screen 'noise' Standard Definition pictures on Freeview are not perfect, but Bravia 3 processing does as good a job as any TV at this price upscaling the poorer quality incoming signal to fit the Full HD resolution. Things improve significantly with a better quality Cable or satellite feed, but to witness the true abilities of the 37W5500 you will need to feed it some High Definition material.

High Definition viewing is what the 37W5500 was created for. The KDL-37W5500 brought our Blu-ray presentation of the movie 'Twilight' alive. The level of detail and picture sharpness was truly breathtaking with a depth of scene which brings a truly authentic home cinema experience into the living room.

The HD picture is further enhanced by a gloriously vibrant colour palette. Sony now do colour as good as any other manufacturer, and the maturity of their Bravia 3 engine is highlighted once again with bold colours which avoid the trap of becoming over saturated. While SD colour is not quite as good as the best LCD's we have seen, the HD performance in this respect is close to faultless.

The Black Level ability of the 37W5500 places it within a top tier of LCD TV's at this price level, but in our opinion, just of the pace of similarly priced models from Samsung and Panasonic. The Sony will never leave you flat with its Black level performance but its competitors provide just that little bit more detail in darker areas. Unlike some of the 'greyish' tones that Sony's of not so long ago were guilty off, with the 37W5500 all we have are deep rich areas of black in the correct places which illustrates just how far Sony have come in a small space of time with technological developments in this area.

Once again we are left wondering why Sony have implemented 100Hz processing, which appears to have a beneficial effect on the motion handling capabilities of some flat panel TV's, but not in our opinion on the Sony. We just couldn't spot a difference between the motion handling abilities of the 37V5500 and Sony LCD TV's which don't have this feature. Of course, this is a very subjective area and while we feel that 100Hz gives the picture an over processed feel, others may prefer the sharper look to on screen images.

Like the vast majority of flat panel TV's out there, the 37W5500 delivers an underwhelming acoustic performance. As with most of its competitors, lack of top end bass is the main problem and to be fair to the Sony it is no worse than the majority of flat panel TV's out there. Acoustic performance is nevertheless adequate and won't be a problem for the majority of mainstream viewers.

Conclusion

If Sony continue to produce LCD TV's at their current rate of improvement, they could well be producing the best screens around in the not too distant future. The KDL-37W5500 illustrates perfectly how far Sony have come with LCD development with this screen joining a leading group of LCD TV's at this price level.

Sony KDL-37W5500

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