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We are made to believe that brand name televisions are better quality, but big name brands don't necessarily mean better quality.
Nearly 40 per cent of households in Australia have at least one plasma or LCD television and that usually means hundreds of millions of dollars in sales on expensive brand name sets.
However, just because we're told to buy brand name for quality, it doesn't mean that the cheaper no brand sets are any worse off.
"We've tested a couple of no brand TVs and one of them actually did very well," Christopher Zinn from Choice magazine said.
"The best bet is that if you can pick up a no brand TV at a very good price compared to a brand name TV, then it's probably a better deal to take it, but make sure you do your research."
Ruslan Kogan wants a slice of one of the toughest consumer markets out there and to stand out, he selling televisions on eBay for as little a dollar.
Kogan cuts out the middle man and helps to save consumers up to 30 per cent by delivering the television set straight to the consumer from the factory.
"We're confident in the market place and selling a product that consumers want to know exactly what it's worth," Mr Kogan said.
The big question for consumers though is do the unknown brands mean you're going to be buying a lower quality television?
We spoke to technology expert, Charlie Brown, on what to look out for when purchasing a no brand television.
"The thing with these TVs is that they have components from all different kinds of manufacturers, whether it be a Samsung, Sony or Kogan," Mr Brown said.
"The way the manufacturing techniques in China work is that with those big companies that mass produce TVs for different brands around the world; they will put components from wherever they can to get the best product."
We tested Charlie out to see if he could spot the difference between a no brand TV and an expensive brand name model.
Surprisingly, Charlie could only spot a tiny difference in quality, but for a $5000 price gap, the choice is yours.
"An unfamiliar brand doesn't mean it just comes from a factory out of nowhere," Mr Zinn said.
"No brand TVs can be a great source of bargains, but if you don't want to take a risk, then take the brand name to be safe.