So what happens to all the old TVs? Many end up in landfills, where the electronics' heavy metals sink into the earth and contaminate water sources, or they are burned, emitting pollutants into the air for local people to breathe. But Sony partnered with validated recycling programs to give people incentive to responsibly recycle their old sets for new ones.

Recycle your old television at any eCycling center throughout the country, and receive a coupon for $100 off a new Sony Bravia high-definition TV good through March 31, 2008. The Sony Take Back Recycling Program has already collected more than 530 tons of electronic waste, according to Waste Management Recycle America. And more is sure to come, with the FCC-mandated switch to digital televisions in February 2009 looming.

While Sony is the only electronics manufacturer currently offering this deal, the Take Back My TV campaign is urging other companies to jump on board, by allowing people to send letters to the manufacturers via the campaign's Web site.