Sales of flat screen TVs continue to rise. Bloomberg Boot Camp, a report on today's technology. They're everywhere you look these days…in consumer electronics stores, warehouse stores and even discount chains. Flat screen LCD and plasma TVs are in demand. At LG, the Korean manufacturer that has steadily gained market share, U.S. president Michael Ahn says the reason for the rising demand is simple…

"There is one big reason. The plasma TV 42 inch retail price was about last year four thousand U.S. dollars. Now it is about three thousand and two thousand five hundred. And maybe in September this year, it will go down to two thousand dollars. So people are buying a lot because of price reductions."

Ahn says he expects sales of digital TVs in the U.S. to jump more than fifty percent this year. And LG is adding new technology to some new models….such as built in digital video recorders….

"I believe that we are the first company to introduce such a combination product."

And in the stand alone DVR business, LG will be introducing a model this year that will use a Microsoft interface and program guide. It will give users Tivo-like capabilities, without having to pay a monthly subscription fee. Bloomberg Boot Camp, I'm Fred Fishkin.