Ruslan Kogan is enemy number one for the big retailers.

He is taking on the man at the top of the TV tree, Gerry Harvey, claiming he can deliver top quality TVs without the top dollar price tag.

"We're cutting out all the middlemen so traditionally products go from agents to importers, wholesalers, retailers they all want their cut," he said.

• Plasma v LCD
• Watch for cheap TVs
• On the lookout for dodgy TVs

It is all out war and the 27-year-old former IT specialist is determined he will not be a casualty.

Thousands of discount TVs have just landed on our shores and he wants them in your lounge room.

"Our new LED range smashes the competition on price, we shocked the market when we released these prices," he said.

Ruslan's claims have Gerry Harvey seeing red.

"For this guy to get up and say he's cheaper than us that's absolute rubbish," Harvey said.

"If you're selling an LG or a Samsung or a Sony, you're buying a brand, you're buying a guarantee from those manufacturers who have been around a long time.

"You've got warranty, you've got peace of mind and 99 times out of 100 got a lot better product."

Ruslan maintains the only difference between his TVs and well known brands is the price tag.

Some price comparisons see a 32-inch LED Kogan television at $799, compared to Samsung at $1499 and Sony at $1499.

For a 42-inch LED there is a saving of 56 per cent with a Sony setting you back $2499 while the Kogan is just $1099.

Campbell Simpson, technology tester from the Good Gear Guide, has been reviewing the industry newcomer.

"It's value for money while still offering quite good picture," he said.

"I think you do get what you pay for, it might not have exactly the same kind of refresh for watching fast sports but for the average consumer watching, the Kogan TV is going to be a similar experience as watching a more expensive TV."

While selling online, Ruslan said his company offers extensive warranties from one to five years and should you need a repair, it will provide the call out service.

"Ours even contain some things which the others don't," he said.

"The LED range, which we launched yesterday, comes with a built in PVR that allows you to pause rewind and record live TV."

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