No, not what your dirty little mind is telling you and not that weird guy who's apparently in charge of the planet, but Bush - you know, the electronics people. They make tellies and video players and DVD players and that type of thing, usually pretty damned cheaply, too. But that's not the only reason I like them - cheap Bush is handy to have, but it's not bad quality either. You tend to get the best of all worlds with Bush - a good price, reasonable reliability and some features to play with too.

So what are we looking at here (apart from a television, that is)? It's a Bush Integrated Digital Television with 42-inch plasma screen model number IDPDP42TV008, which includes a built-in Freeview Digital TV receiver as well as the normal, old-fashioned, 'analogue' tuner. It's important to point out right now that this TV is not Hi-Definition. In all the shops across all the land, TV salesmen will tell you that Hi-Def is the way forward, but I am yet to be convinced on this. Sure, Hi-Def provides a greater quality image, but we're not talking aboutCinemascope movies all the time here and the majority of people still watch the news and believe that Coronation Street is real life. Emmerdale is the unluckiest village in the country and Eastenders the most depressing place on the planet and it doesn't matter how much you dress it up, Hi-Def won't make these soaps - which dominate the TV ratings - look any better. News channels still rely on videophones that look no better in black and white than they do in Hi-Def and most of us don't have televisions large enough to appreciate the Hi-Def quality images nor the budget to achieve it.

When Hi-Definition becomes more mainstream here in the UK and the prices of the equipment and subscription charges come down, then I might consider going that route, but for a big-screen television in my pub to broadcast football matches and other sporting events, it simply didn't even enter the equation.

Bush provide you with a television that has enough features to keep you happy, but doesn't go overboard with the technology. They buy in components from other manufacturers in bulk to keep the costs down and present it all in a neat, silver casing that looks as slinky and as expensive as some of the more major brands. You get three SCART sockets for connecting other equipment such as PlayStations, DVD Players and Sky receivers, an aerial input socket for your normal television reception and even a PC monitor input so that you can display your computer screen through your TV. A coaxial digital audio output socket allows you to transfer the television's audio to another source, such as a Dolby Digital decoder for even better sound and, because this television has a Freeview receiver built-in, there is a DVB Common Interface socket to allow you to plug in options for additional Pay-TV services should you desire them.

So now you've got it plugged in, connected to every conceivable device you can think of, and you switch it on for the first time. Set-up is automatic and very easy; the first time you switch the television on it will scan the analogue channels and tune the television in for you from the aerial reception. For me, it did this in less than two minutes and even tuned the basic channels in to the right numbers. Often, I've had to spend ages after the telly has tuned itself in so that I can have BBC1 on channel one, and so on; not so with this TV, everything was correctly tuned the first time and there was no need for messing.

The imagery on this screen is simply excellent for the manufacturer and the budget. The picture quality is sharp and clear, the colours bright and vibrant and there is no discernible screen flicker or ghosting, where images appear to follow each other across the screen slightly delayed from the main picture. I haven't yet managed to watch anything on this television that has looked anywhere near disappointing and the customers to the pub love the large, clear display. It was such a successful purchase that it had paid for itself by the end of England's second World-Cup game.

This television is a widescreen TV, capable of broadcasting images in the 16:9 format that is common-place on digital broadcasts these days and whilst really early Bush widescreen TVs didn't do this automatically and those that did would flick annoyingly between full-screen 16:9 ratio and the old-fashioned 4:3 ratio that would leave large black lines at either side of the picture, this modern Bush does none of this. It will automatically size the picture to fit the screen depending on the broadcast being received, as much more expensive televisions do, and often you don't even notice that the resizing has happened. There are options to over-ride the picture sizing and you can also adjust the colour temperature of the screen to give a cooler appearance or a warmer appearance.

Screen saver functions prevent the television image being burned to the plasma display should you pause a DVD or video or should the image freeze for too long and a parental lock feature prevents young hands from getting to grips with the adult channels - or other channels of your choice - that are available on Freeview reception. Software upgrades can be downloaded via the digital television receiver through a BBC channel to ensure your television stays up-to-date with specifications and interactive services available to you through such channels as BBC News 24 or Sky News can be accessed via the red button, similar in many ways to the services offered through Sky digital, although admittedly much of the interactive services available through Freeview at this time are quite restrictive.

It is worth noting, however, that you should not transport, carry or move in any way shape or form a plasma television on its back. They should always be carried upright; any deviation from this will cause the injected neon-xenon gas to separate within the screen and once this has happened there is no hope for repair. Remember, if a manufacturer or supplier can actually prove that you have transported a plasma on its rear, which it advises you not to do on the box, then you may struggle to get your money back out of them.