You would be very hard pushed to find this TV under £230 anywhere. Tesco Direct have discounted this TV online to £199.97. Attached discount code brings that down to £186.97. (Plus 3% Quidco to deduct). There is a little under £5 delivery to add or collect in-store from the Tesco Direct counter. I might add that the Tesco advert fails to make clear in the title that this TV actually has a built in Freeview tuner, that becomes apparent when you look at the spec. (Also has HDMI and Component).