Sony is taking a one-two punch at the LCD market, just in time for the holiday shopping season. First on their list is what is being billed as the world's thinnest LCD. The 40" viewable LCD will measure 9.9mm (0.39") thick and will retail for 490,000Y ($4503US).

Sony will also introduce a new set of Bravia sets that will incorporate 240Hz refresh. Most TV manufacturers offer the standard US refresh of 60Hz, or 60 on/off cycles a second. Sony and a few others have offered "doublers", raising that cycle to 120Hz. With the new line of 240Hz refresh screens, Sony hopes to win over die-hard sporting fans and those who want their LCDs to keep up with fast paced action. Those screens will start with a 46" viewable set retailing at 400,000Y ($3678US)

Sales in Japan start November 10th, with overseas sales following close behind.

You can find the details here

Disclaimer: Conversions from Yen to US Dollar based on current trading as of 8/29/08