Washington, D.C. (December 12, 2006) -- A man walks into a large electronics store and asks to see a High-Definition TV. The salesman, speaking with a slight accent, tells him that they have sets of all sizes, models and brands.

The customer is confused and says he doesn't know where to start.

"Wal-Mart only has the most popular HDTVs with prices lower than anywhere else," he laments.

The fictional (although real-sounding) encounter is the centerpiece of a new Wal-Mart radio campaign that's now playing on ESPN Radio and other national outlets.

The discount retailer is attempting this holiday season to carve out a niche in the growing HDTV category, dropping prices on select sets by $200-300 more than most electronics stores.

However, the radio campaign demonstrates that Wal-Mart also believes that it can exploit the perception that some "big box" retailers tend to be too tekkie for the average consumer.

A Frank Magid Associates study recently found that many Americans believe that HDTV is too complicated and confusing. Wal-Mart says it can simplify the HDTV buying process by offering fewer sets rather than more.