The battle between the 40" and 37" LCD TV segments in the North American market has heated up since the fourth quarter of 2005. According to DisplaySearch, shipments of 40" LCD TVs in North America have outpaced shipments of 37" models since September 2005.

However, the 37" segment was able to catch up and surpass the 40" segment in March 2006, as Sharp and LG Electronics began pushing more products in the segment. In April, the 40" segment once again took the crown in the region, the research firm indicated.

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