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LAS VEGAS, Jan. 9, 2007 — -- "Upgrade, upgrade!"

That's the battle cry at this year's Consumer Electronics Show as industry players both big and small push new HDTVs, next-generation DVD players, and computers outfitted with Microsoft's soon-to-be-released Vista operating system.

Think you have the latest high-definition television set? Not likely. With Sony, Samsung and others showing off new rear projection technologies that blow away previous models, and the industry as a whole shoving "full HDTV" down attendee's throats, it's enough to give a couch potato an inferiority complex.

"My personal opinion is that it's time to buy a new computer," said Adam Anderson, public relations manager for Windows marketing communications, as he gave a tour of the Vista.

Conveniently, the world's largest electronics show features too many new computer models to count.

Then of course, there's the next-generation DVD war. What looked like a clear-cut battle between the forces of Blu-Ray and HD DVD has now been confused by a hybrid disc from Warner Bros. that will play in both players and LG's announcement of a new hybrid Blu-Ray/HD DVD player that plays both types of discs.

The bottom line: Whether you're watching TV, playing with your computer, or sitting down to watch a movie, whatever you have isn't good enough. But do you need all this extra, upgraded stuff?

As the estimated 200,000 people in Las Vegas for CES walk the show floor and mingle at extravagant parties, the buzz is all about what's next. That's not so unusual for electronics manufacturers, but it's almost as if what was just catching on this year is already outdated.

"We don't make plasma TVs anymore," said Marcy Cohen, a senior public relations manager for Sony Electronics.

It's no wonder the company is using much of the massive real estate it occupies at the convention to show off new HDTV technologies.

You haven't seen a flat-screen TV until you've gawked at one of Sony's new OLED displays -- organic light-emitting diode, if you must to know. With an 11-inch model that's just 3 millimeters thick and a 27-inch version only 10 millimeters deep, you can use one as a bookmark when there's nothing on the tube.