My son said that if you have a medium to dark room go with plasma. Medium to bright LED, LCD for bright during day and dark at night. Name brands are better than off brands. Buy protection plan if not over 20% cost of TV. Ask what the process is with the protection plan if something goes wrong. Even though you don't want a 3d, the best 2d pictures are on 3d tvs. Ask about having it calibrated as an option. Do not buy expensive HDMI cables, medium to cheap are fine, go with middle of the road for cables, not expensive or cheap. Get a surge protecter that will do clean power at 50 to 100 which will give you a clean picture on tv. He spoke, I dictated, not too good at this.