Not everyone wants a massive TV

Manufacturers really, really want you to buy one of their biggest and most expensive TVs. To such an extent, in fact, that they dedicate almost no effort to promoting their smaller sets.

But for many people, a 65-inch TV is too big and even 50-inch is a stretch. That’s where the 40, 42 or 43-inch TV comes in. Lest we forget, a few short years ago this was considered large for a telly, and a TV in one of these sizes can still be fairly cinematic without, you know, turning your lounge into a cinema.
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https://www.whathifi.com/best-buys/tvs/best-40-43in-tvs