Toshiba has just dropped 11 new REGZA HDTVs in Japan for the "discerning" consumer to choose from.
Echoing Sharp's announcement yesterday, the televisions make up three seperate ranges.
No launch details for outside of Japan were announced, but it's hoped the ranges will make their way to the US and Europe eventually.
The Z3500 series takes the cake in terms of features, featuring a dedicated Linux-based PC inside that means consumers can stream media from any Digital Living Network Alliance devices or Toshiba's VARDIA recorders via Ethernet.
Two integrated USB port allows users to connect external hard drives for playback or recording.
This entire range boasts full 1080p HD resolution at either 24 or 60 frames per second, and comes in 37-, 42-, 46-, 52- and 57-inch sizes.
The REGZA RF350 series is more style-focused and comes in a "colourful canvas" to spruce up your home and is designed to fit perfectly into small living spaces, featuring full HD resolution as well.
The REGZA C3500 is a more low-end, affordable offering - it does not have full HD in its 26-inch and 32-inch models, although the 37-inch and 42-inch models do.