May 2, 2008 - The LCD TV Association, a not-for-profit marketing trade group, has launched a green logo program aimed at helping manufacturers develop and promote more energy-efficient products.

The new GreenTV Program will work with major LCD (liquid crystal display) TV vendors to implement energy efficiency features such as ambient light sensors, which automatically lower the set brightness in a dark room by decreasing power to the backlight. (The use of ambient light sensors along can reduce product power consumption by as much as 30%, according to the LCD TV Association.)

Participants in the program will earn the right to use the association’s GreenTV logo on products, packaging, and advertising material.

"As homes add LCD TVs to more rooms, and as the average TV screen size continues to increase, power consumption will become an even bigger concern unless the industry takes steps to help make TVs more energy efficient," says Bruce Berkoff, chairman of the LCD TV Association. "We believe LCD TVs already consume the least energy to build, use and dispose of, but we want to make them even better in the future."

Current LCD TV Association corporate members include Dolby, Hewlett-Packard, Olevia, Westinghouse, and LG Electronics. More information on the association is available here.