Toshiba also felt the need to introduce a sub-brand for its large-sized flat panel TVs: REGZA.

Sony gave us BRAVIA last summer and now Toshiba counters with REGZA.
The best thing is that both companies found words to make the brand an abbreviation for something.
Decide for yourself which one is a bigger brain fart:

Sony BRAVIA: "Best Resolution Audio Video Integrated Architecture"
Toshiba REGZA: "Real Expression Guaranteed by amaZing Architecture"

Toshiba says REGZA is derived from the German word regsam. Regsam means alert or active in English. REGZA will be a global brand for Toshiba, which is the only good aspect about it. The new Toshiba REGZA TVs feature minimal design (photo) with a sleek black, with superfluous decoration smoothed away.
More details in this Toshiba press-release.

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