A new kind of glow…from a TV screen. Bloomberg Boot Camp, a report on today's technology. When it comes to big flat screen TVs, there's good news for consumers. The market research firm DisplaySearch is saying prices of flat panel screens may fall by as much as 30 percent by the end of September. Sales are expected to double this year. But when you go into a store to look at those flat plasma or LCD screens…how do you choose when they all look so much alike. Philips is hoping to catch your eye by adding what it calls Ambilight technology. Philips Consumer Electronics North America President Renier Jens says it's sort of like backlighting for the displays that changes color depending on the colors in the movie or TV show you are watching…

"If you have a certain red picture, you get on the back of your TV and also in your living room if you hang it on a wall you get some reddish accent. We've tested that of course. That's in cooperation with Philips Research, Philips Lighting and Philips Consumer Electronics." What's the benefit, it doesn't enhance the actual picture. From the consumer's perspective, what does that do for them? "It is absolutely more relaxing to view. That is one of the things that came out of our research. People perceive the picture quality better with that. They perceive it better, although it is not really better, I understand that, but they perceive it better because it's more relaxing."

It does set them apart from the competition. Pricing now starts at about five thousand dollars. But if you're in the market for a flat screen…keep in mind, those prices are about to fall. Bloomberg Boot Camp, I'm Fred Fishkin