Sinking prices, sexy design, sophisticated technology - the time is definitely ripe for a flat-panel TV! But there's just one problem: The lady of the house is dead against it. Here are ten great ways to convince the wife.

Stay calm: You've got the better arguments on your side. Proceed with strategy and caution.

OK, she's probably right: The kids need new shoes, that old lawnmower is definitely on its way out - and a few new pairs of trousers probably would be nice. But still, your heart longs for a new TV - vast, flat, and elegant.

Imagine how much more fun it'd make watching sports on a Saturday afternoon! And the girlfriend or wife - delete as appropriate - also stands to benefit: "Desperate Housewives" in XXL format, romantic comedies in top movie-theater quality.

"Too expensive", you're bound to hear, along with "There's nothing wrong with the old one". But stay calm, there's no need to fight: Take a more subversive approach in your quest for a super-sized flat-panel. There are loads of great ways to convince your better half - here's a selection of the best.

Don't just praise the technical advantages of the new TV (big picture, slender construction, top design, low power-consumption). Instead, use concrete examples: "Imagine watching ‘Titanic' in movie format! ‘Desperate Housewives' on a 50-inch screen!! Your favorite DVD in dazzling picture quality!!!" Get her hungry for her favorite movies and series!

Argument 2: "Woah, what a crisp picture!"
Be even more concrete: Show her how clean and crystal-clear pictures look in HD quality. Take a trip to the local electronics store (pretense: "We need energy-saving light bulbs") and subtly position yourself next to a stylish TV showing a Blu-ray movie. "Woah, look - you can actually see the lint on that guy's jacket, and every crease too! I had no idea these things were so good."

Ideally, the movie star would be an actress she hates: "Now I know why you think Angelina Jolie is so ugly - wrinkles everywhere, bags under her eyes..." Or: "That's not just a double chin on Cameron Diaz - we're talking triple!" Important: Make very, very sure you aren't standing next to an ugly TV showing a normal PAL or NTSC signal - nothing that'd also put you off.

Gross, a pimple: HD quality shows up all the little imperfections.

Argument 3: "They look so much nicer!"
Practical, angular, functional? Nope. Old tube TVs are bulky, heavy, ugly, and - simply - out of date. Appeal to your loved-one's sense of style; praise the ultra-flat design of the new TV generation, comparing the new models to paintings hanging on a wall (better not mention that the wall bracket costs extra).

If the color black proves to be a sticking point, offer a compromise: "Well, it also comes in white - it's not my favorite, but you're right, it'd go better with the curtains and the iPhone charger." If this doesn't do it, go a step further: Choose a few models based purely on their design, and then select the one with the best technology. "This one looks good AND has a great picture - are we agreed?"

A white flat-panel TV is better than nothing!

Argument 4: "How handy - they don't pick up dust as quickly!"
Leave no option unexploited when singing the virtues of the modern flat-panel. Pretend to clean up the living room and have a sneezing fit while dusting off the old tube TV. "Man that's dusty! Did you know that flat-panel TVs - atishoo! - attract much less dust, because - atishoo!! - they don't have as much electrostatic charge? A new model could save us a lot of work and help get rid of dust mites. Atishoo!"

Argument 5: "Crazy, that's soo cheap!"
Never overlook the wow-that's-cheap card: "I saw the same TV a couple of months ago for double the price - I can't believe it only costs about 800 GBP! You know, honey, these flat-panels are no longer out of reach. Right now they're cheaper than ever before, so this is the best time to strike. If they got any cheaper than this, the manufacturers would struggle to make a profit. Oh...what's this? Only three left in stock..."

No need to lie: LCD and plasma TVs are becoming more and more affordable.

Argument 6: "Look, we have to do something for the environment!"
Even if you aren't bothered about environmental problems and energy-saving technologies, at least make it look that way: Spend more time buying energy-saving light bulbs, hybrid cars, solar panels, and - of course - an energy-efficient TV. The motto: "We can't afford a hybrid car, but there are other ways to help the environment, right?

Actually, I found this advert in the mail yesterday - did you know that energy-saving is THE big TV-topic of 2009? Look, this model would only use half as much energy as our old TV - it'd be cheaper in the long run, and help the environment!"

The hard facts: Introduce her to Sony's energy-saving stars from the WE5 series.

Argument 7: "The Johnsons already have one!"
Angelina Jolie may be the enemy in Hollywood, but every town's Smiths, Johnsons, and Jones are no lesser threat. "Have you heard? Now the Johnsons have also bought a flat-panel - and a big one at that!" You needn't say more.

Even the neighbors have boarded the flat-panel bandwagon - well, we can't stand for second best...

Argument 8: "We'll spend more time together!"
Crucial: Emphasize the shared-experience factor! "We'll spend more time together. Don't you love our movie nights together? No, it doesn't have to be ‘Rambo' - I love Hugh Grant too." This is one you'll have to take for the team.

Movies, snacks, and snuggles: A new TV can bring people together.

Argument 9: "Tit for tat!"
The penultimate solution, in the unlikely case that she's still not convinced: Sweeten the deal. "If I can buy the new TV, you can buy your 83rd and 84th pairs of shoes. I'd even tolerate a new shoe cupboard and a three-day ‘Sex and the City' marathon." If that's not enough: "OK, I'll even throw in a popcorn machine!"

The last argument: The popcorn machine.

Argument 10 (which isn't actually an argument): The last resort - sabotage!
Tried it all? Still failing miserably? Well, drastic times call for drastic measures - just break the old one! OK, actually, there's no need to take a golf club to it, but there are ways to ‘manipulate' it so that it looks broken. Bring up the channel settings, for example, and adjust all of the stations enough to look grainy and distorted - this one's sure to work! "Aw look, the old TV's giving up the ghost - what a lousy picture. It can't be the antenna - we've got cable!" Make sure she doesn't call out a repairman - perhaps using references to extortionate pricing. Say hello to your new TV!

Finally: The path is clear for your spanking new flat-panel!

No, this article isn't supposed to be sexist - we appreciate the opposite sex far too much for that. But you can have a little fun with your convincing-work, right? What's more, there are plenty of counterarguments women can use for why a new TV isn't necessary. Perhaps we'll cover them soon in a follow-up article... So, act quickly before word gets around. After all, your lady is going to love the new TV - guaranteed!

All's well that ends well.