OK, almost there with purchase of first plasma (researched LCD vs Plasma, ALiS vs E-ALiS vs non-AliS) - tending towards Panny TH37PV500. About the old chestnut 'Screen Burn' - see that the Panny has the facility to 'shade' to the sides of a 4:3 piccy to reduce chance of burn due to high contrast with black borders (anyone comment on how this looks - if not black borders, what colour - does this spoil viewing enjoyment?). This leaves channel ident/logo burn-in. I've seen some manfrs have 'orbital..' something-or-other to prevent it. Don't understand how this works. Can experienced users advise on how much of a risk screen burn is on latest panels, and effectiveness of various manfrs 'counter-measures'? Thnx for any help.