The LCD TV industry has launched an environmentally friendly TV initiative in advance of new guidelines from the Environmental Protection Agency (EPA) for flat screen products.

The LCD TV Association's GreenTV logo, announced last week, is part of a move to create a smaller environmental footprint for flat screen TVs, said association chairman Bruce Berkoff.

"This will involve the use of less heavy metals, ambient light sensors and smarter electronics very soon, as well as more LED backlights with spatial and content-based dimming and energy savings over time, and many other improvements, " he added in a written statement.

Details on the initiative are limited, although much of the work is initially expected to focus on the use of ambient light sensors, which cause TVs to adjust their backlighting based on the light levels in the room. Progress in the area will be announced in the coming months, said the association.

The association's focus on ambient sensors comes three months after the EPA finalised version 3.0 of its Energy Star TV products specification. The new version of the specification, which comes into effect on 1 November, includes specific criteria for TVs using ambient sensors.

According to government figures, the majority of LCD TVs currently on the market will fail to meet the new Energy Star 3.0 standards and will not be able to carry the energy saving logo.