Butterfly Photo boasts the best price online for the Sony BRAVIA KDL-40Z5100 40-inch LCD TV.  This set has a 1920×1080 resolution for the best in HD picture, 10-bit panel, 100,000:1 dynamic contrast ratio, 7 HD inputs, 240hz refresh rate, BRAVIA Internet Video and more.

The price is $1,248 + free shipping = $1,248 shipped!

Alternatively, Newegg has it with a Sony BDP-S360 Blu-ray player for $1,349.98 delivered!