News, reviews and deals on flat screen tvs

What features should I look for when buying a new Flat Screen TV?

I am planning to replace my current TV with a new one. I am sold on the Flat Screen LCD, not the plasma. What features should I look for, what is common and what upgrades are and are not worth having?

This will be the primary TV in my living room, looking at 36-42".

How about Name Brands, any recommendations?