The Philips brand active in the UK TV market this year is a very different beast from the one we've become accustomed to seeing. Gone are the extravagantly powerful, hugely feature-rich high-end models that have been in the brand's DNA for so many TV generations (though such models are still around if you happen to be popping over to certain other European territories, like the Nordics!). What we've got instead is a new leaner, meaner Philips that's all about rebuilding brand awareness ? and retail channels ? through value and sales volumes. A new philosophy that couldn't be articulated any more clearly than it is by the 48PFT5509: a 48-inch full HD TV that's yours for just £530. The 48PFT5509 doesn't look like a particularly cheap TV. Its super-slim frame wouldn't appear out of place on a TV costing twice as much, while the stand it sits on is startlingly well built and attractive ? especially as it reinforces the striking minimalism of the screen by using a 'barely there' open-framed rather than solid metallic design.