Most people wouldn't even think of seeking out a custom installer for something "simple" like buying a new TV. Sure, you might look one up after you've bought a set and decided that wall-mounting isn't so easy after all. But there are some definite advantages to visiting a custom firm before you buy a TV.

First, navigating all these new video technologies can be daunting - especially if you haven't shopped for a TV lately. LCD, DLP, plasma, or LCoS? Rear-pro, front-pro, or flat-panel? NTSC, ATSC, QAM, or CableCARD? And what about resolution - 1,280 x 720, 1,366 x 768, or 1,920 x 1,080? Even those of us in the industry struggle to keep up with it all.

Second, buying a TV can be a major financial commitment. With even "mainstream" sets costing upwards of $5,000, and large flat-panels sometimes running far more, you want to make sure you won't rue your decision for years to come.

Although you usually won't encounter walls filled with video displays when you visit a custom installer's showroom, you will find TVs that have been cherry-picked for being best-in-class - sets that have been selected because of exceptional performance and value or for integrating well with control systems. Most install showrooms will have a variety of TVs set up so you can use the same source to compare the various display technologies. This small inventory also means the installer doesn't feel pressured to move dated technology; instead, he can respond rapidly to model changes and offer the latest innovations.

You'll find that the sets have been adjusted for viewing in the real-world lighting of your living or media room. I don't have banks of fluorescents blazing overhead when I watch TV, so evaluating displays that have been tweaked to stand out in a brightly lit store won't give you any sense of the picture you'll get - or want - when you bring the set home. Also, since many installers are ISF (Imaging Science Foundation) certified, the TVs will have been expertly calibrated for the most accurate picture they can produce.