Jan. 11, 2008 Panasonic has unveiled the prototypes for a plasma display panel (PDP) that halves energy consumption while maintaining the same brightness. The prototypes, on display at the Consumer Electronics Show this week, incorporate a new technology that Panasonic says paves the way for larger, thinner, brighter, more energy-efficient plasma TVs.

The company has developed what it calls a "double efficient" circuit and drive technology that significantly reduces power loss. As a result, Panasonic's 42-inch prototype has twice the luminance efficiency, providing the same brightness as its 42-inch high-definition PDP while using just half the energy.

The new technology also makes efficient use of space, enabling the design of display panels that are larger but also thinner and lighter. For example, Panasonic's 50-inch prototype, at less than an inch wide, is about a quarter thinner and 50% lighter than previous plasma TVs.

Last October, Panasonic announced a three-year business plan that calls for aggressive research and development of new energy-efficient technologies and products.