40+ I suppose... Well, it comes to what's being offered in your local stores I guess, I can tell you that LG's are very cheap right now in Madrid but maybe they're ultra expensive in Belfast, and viceversa.
I have a 42" LG TV in the lounge, self calibrated and it's as good as any TV I've seen. Took me about a month to pick out the right TV on a budget. Very happy with it though.
I think im gonna go Plasma. 42" would do fine in the apartment. LCD has its pros but I like deep blacks and LCD can't reach those Plasma levels of black.