BOSTON, Mass. — Like the Hatfields and McCoys, liquid crystal and plasma displays renewed their long-standing rivalry at the Society for Information Display business conference here Monday.

Market data from firms such as iSuppli Corp. and DisplaySearch Inc. give LCDs a clear edge in the overall display market, and the billions of dollars LCD makers are pouring into next-generation fabs appear to further swing the pendulum in its favor. But a presentation from display industry consultant Larry Weber, a longtime plasma display advocate, caused some LCD supporters to take notice and spice up what had been a relatively placid conference up to then.

Weber, an industry consultant who was formerly president of plasma display company Plasmaco, a subsidiary of Matsushita, reminded several hundred attendees that plasma display sales still far exceed that of LCDs in over 37-in. category— the province of the large TV market LCD makers are coveting with their fab expansion plans.

"We can do the same (things) that LCD makers can do," said Weber, citing examples of large plasma TV displays from Samsung and LG.Philips—companies better known for LCDs—have developed.

In a brief interview with EE Times following the conference, Weber stated that unlike LCDs, plasma displays don't face major issues with material costs or production capacity. He said plasma displays needed to improve electronic circuitry issues to resolve nagging issues such as power consumption.

Weber also said LCD makers have been successful in creating massive hype surrounding their technology. Plasma display makers, by contrast, have not done as good a job promoting their technology.

In his presentation, Weber challenged what he thought were industry misconceptions concerning plasma displays, such as limited life and phosphor burn-in.

Responding to an audience member who questioned the burn-in properties of plasma displays, Weber said, "Plasma will stabilize after a few hundred hours. LCDs have the same problems."

Weber added that many plasma displays are now specified to run 60,000 hours, comparing favorably with other display technologies.

When Weber asserted LCDs have poor viewing characteristics in a dark room, LG.Philips LCD executive vice president of marketing Bruce Berkoff retorted that most display viewing takes place in well-lit areas.

Weber said the 30 to 40-in. TV market could be a battleground for LCD and plasma displays, though he conceded 32-in. plasma screens could go away.

Analysts disagreed. Paul Semenza of iSuppli said the plasma display market would move away from sub-42 in. sizes. DisplaySearch's Ross Young said 37-in. plasma screens, while popular in Japan and Europe, were considered too small for average U.S. homes.

LG.Philips LCD's Berkoff also chimed in, saying "Market requirements dictate the industry will abandon 30 to 40-in. (plasma) screen sizes."