TV's are one of those rare consumer items that you can actually see working at most retailers, so you can trust your eyes. The aerial distribution systems in most showrooms leave something to be desired producing patterning and ringing effects (similar to ghosting) and the picture obtainable in your own home will often be better than that on show. The broadcast signal is transmitted at a rate of 25 complete frames per second made up of two part frames which are sent sequentially and interlaced. I presume 100Hz TV's store the information and use it again to refresh the screen at twice the broadcast rate. If your not bothered by flicker with a standard TV, you probably won't see any difference.
Very difficult to see the difference in the shops. I think you have to decide what you are mostly going to watch.
If it is sports, I recommend a tv where you have the ability to adjust the refresh rate yourself because some tv's blur fast motion. But for films and general transmission a good 100 hz set wins hands down. A word of caution though... I have had 2x Toshiba picture frames. They look fantastic, but each broke down within 3 months. So now I have switched to Panasonic who do a similar style. The narrow frame makes the picture look much bigger but the set only has the stamp of a regular 32" tv.
Good luck though.
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