California has 35 million television sets — one for nearly every man, woman and child — and television use in the Golden State accounts for 10% of each home's energy bill. Alarmed that state energy consumption would spike as consumers switch from the old cathode-ray-tube sets to the new, energy-gobbling flat screen liquid-crystal display (LCD) or plasma televisions, the state's regulatory mavens have formally proposed regulations that would force the industry to make more energy-efficient models.

Following a 45-day public comment period and a vote by the powerful California Energy Commission in November, the first-in-the-nation TV efficiency standards would go into effect in January 2011 and would require televisions sold in California to use 50% less energy by January 2013. Strict-target limits on greenhouse gas emissions for 2020 are propelling policymakers to cut consumption of energy and increase renewable generation.
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The Consumer Electronics Association argues the proposed regulations will result in a loss of sales and jobs. "We think this is the wrong paradigm to actually achieve energy efficiency," said Doug Johnson, senior director for technology policy for the industry association...

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