Might be misprice but worth a mention.
As advertised in What Hifi Sound and Vision (FEB 2010 issue) page 189.
See related bottom left http://www.electrical-shopping.com/sony-kdl37w5810u
Can't place order online. So I suggest calling:-
Contact Centre Mon -> Fri 9:00-17:30
Warehouse/Shop Mon -> Saturday 9:00-17:30
Tel - Contact Centre 01474 35 3000
Tel - Warehouse/Shop 01322 524 999