Panasonic claimed its entire 2008 line of 1080p Viera plasma HDTVs are rated to last 100,000 hours before reaching half its original brightness, according to a report in TWICE Magazine..

The claim is based upon the U.S. average daily viewing time of 6.5 hours; Panasonic 1080p plasma HDTVs could on average take more than 42 years to reach half of their original brightness level

“There has been a lot of misinformation circulating about plasma HDTVs and longevity, and we’re happy to once again set the record straight on the durability of Panasonic plasma,” said Robert Perry, senior VP, Panasonic display products. “Quite simply, our plasma TVs are built to last a very long time — as much as 100,000 hours to half their brightness. “