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Projection TVs with three chips-one each for red, green and blue-deliver richer, brighter images than single-chip solutions. But all that silicon is expensive, so Sony saved money by making smaller chips, squeezing 2,074,600 pixels (enough for 1,080 lines of high-definition resolution) onto a chip that's just 0.61 inch diagonally, or 78 percent the size of those in LCD sets. Along with better color, the SXRD (Silicon X-TAL Reflective Display) chips produce an incredible contrast ratio of 5,000:1. $4,000 (50-inch), $5,000 (60-inch)