Customers are tuning in at a Leicester store to stare in wide-eyed admiration at the world's first ever 84-inch Ultra High Definition TV.
Staff at Marks Electrical shop, in the West End, say people are spellbound by the giant £19,999 3D TV screen.
The HD TV is one of only 10 on display in England.
Edmund Berry, a salesman at Marks Electrical, said: "Just having this unique TV here is a coup not only for this shop, but also for Leicester.
"If anyone wants to see the very latest in high specification TV then this is where it's at. There is nothing like it.
"When people come in and see the 84-inch TV they are mesmerised.''
Edmund, who has nine TVs at his house in Glen Parva, said the TV had to be carried in by three men.
"This is a TV for people who have the resources to invest in the very latest in home entertainment systems. We have had some inquiries over the phone but no-one has come in and bought one yet.
"The TV comes with seven pairs of 3D glasses so a large family or gathering of friends can enjoy the same visual cinema-style experience. It can be linked to games systems, too."
Edmund said the quality of the picture was unrivalled.
"It is the first-ever ultra 3D HD TV and looks so real you feel you can reach out and touch what is on screen. It's so life-like it's scary.
"I have got a 51-inch screen in my lounge and I thought that was big. Now when I go home and settle down it feels so small.
"The 84-inch TV is beautiful and I am sure it is only a matter of time before we sell one from this store.
"There is enough money in Leicester and enough big houses to accommodate this beauty."
A spokeswoman for South Korean manufacturers LG said they had sold some 84-inch TVs to celebrity customers but were not prepared to divulge the names.
She said: "There are LG 84-inch Ultra HD TVs on display placed in a variety of hand-picked retailers, including London's Harrods.
"LG has seen encouraging sales of this product to date.
"Marks Electricals in Leicester presented a great opportunity to display the 84-inch Ultra HD TV in a premium environment."