Opponents of the proposed regulations warn of the downside. The Consumer Electronics Association, for example, pointed out that California's plan to require televisions be more energy efficient could cost as much as $50 million per year in lost sales taxes because consumers are still free to buy less-efficient TVs online or in other states.

"At a time when the state of California is facing its worst money crisis in history, this is going to be disastrous," said Jennifer Bemisderfer, a spokesperson for the CEA, which lobbied against the requirement.

Billions in Savings

The California Energy Commission's requirement for television sets 58 inches or smaller is the first in the nation. It came after two years of debate on skyrocketing home energy costs and takes effect starting January 1, 2011.

Commission Chairman Karen Douglas said the new regulations will save $8.1 billion in energy costs.

"The real winners of these new TV energy efficiencies are California consumers, who will be saving billions of dollars and conserving energy while preserving their choice to buy any size or type of TV," Douglas said. "Californians buy four million televisions each year and they deserve the most energy-efficient models available."

Widespread Opposition

On the opposing side is the Virginia-based Consumer Electronics Association -- which represents 2,000 manufacturers, retailers and suppliers -- estimating the $50 million tax loss. The CEA also warned that the requirement could kill 4,000 retail jobs in California.

As the nation's most populous state, California represents one quarter of the market for large-screen plasma TVs, Bemisderfer said. "The [California Energy Commission] considers TVs low-hanging fruit," she added. They have estimated that TVs consume about 10 percent of the total energy used in homes. "Our estimate is about half that. And in the last two years alone, manufacturers have improved energy efficiency by 41 percent."

Last month, a manufacturer's group, the Plasma Display Coalition, accused the California Energy Commission of a "flagrant misinformation campaign" about plasma energy usage.

A Zogby International poll commissioned by the Consumer Electronics Association found that 57 percent of California residents opposed the new requirement. (continued...)

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