Reporting from Sacramento -- That 52-inch, flat-screen television on the family room wall may have a terrific picture, but there's a big drawback: It's an energy hog.
State regulators are getting ready to curb the growing power gluttony of TV sets by drafting the nation's first rules requiring retailers to sell only the most energy-efficient models, starting in 2011.
The consumer electronics industry opposes the regulations, expected to pass in mid-2009, and claims that they could remove some TVs from store shelves and slightly boost sticker prices.
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Some manufacturers could struggle to meet the new standards, particularly those that make plasma TVs. And the regulations could create a "gray" market, sending consumers intent on buying power-hungry models to Amazon.com and other Internet retailers based outside the state.
Sales of television sets are growing by 4 million a year, the vast majority of them flat-panels. LCD -- liquid crystal display -- sets use 43% more electricity, on average, than conventional tube TVs; larger models use proportionately more. Plasma TVs, which command a relatively small share of the market, need more than three times as much power as bulky, old-style sets.
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Mike McMaster, president of Wilshire Entertainment Inc., worries that a rush to impose TV efficiency standards "would be basically the end of our business." His locations in Thousand Oaks and Valencia employ 54 people and specialize in sales and installation of custom home theater systems centered on extremely large TVs.
"It would kill dealerships because people would buy on Amazon and have them shipped in and maybe not pay sales tax," he said. "If a customer wants a 12-cylinder car or a 60-inch plasma that uses this much energy, they're going to get it."
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The industry isn't sure how the regulations will affect it. The Consumer Electronics Assn. presented three scenarios to the commission, showing 10%, 20% and 30% drops in product availability and each of their potential financial effects.
If 30% of televisions fail to meet standards and can't be sold, California could lose $130 million in tax revenue and 15,800 jobs, Shawn DuBravac, an economist with the Consumer Electronics Assn., testified at a Dec. 15 Energy Commission workshop.
