Given the amount of times you're likely to hear the word 'innovation' at a technology showcase like the Consumer Electronics Show, it's a pity the many vendors speaking at the event don't compare notes to avoid a monotonous drone of identical presentations.

It's too early to give a definitive list of the themes of the event, but the first two presentations for journos and bloggers on press preview day suggest that this year's technology love-in mostly will be wearing the words "challenging" and "sustainable" on its sleeve.

The challenge, of course, is to persuade consumers to part with cash for luxury items such as high definition TVs and other gadgetry. The problem for the industry is that the oneupmanship of the past five years has led to consumers being wary of splashing out for great new features because they know the same technology could be on sale for half price or better next year.

LG led the charge by announcing deals with media partners that will enable consumers to "access the material they crave" on TVs.

Toshiba followed up with a similar marriage of devices and content that raised the spectre of the early 'walled garden' days of internet access. But the inclusion of partners such as Youtube suggests the old behemoths have learned a few lessons about how consumers set the ageda for product development.

Both companies stressed that cash-strapped consumers will be spending more time sat on their bums at home - so the innovations on show focused on more insular use of technology. in effect, pumping the content that people have come to accept as mainstream from PC technology such as digital music, IPTV and photo albums, into their TV. More of the same, but less need to move from the sofa.

Sustainability could be an easier sell, as long as vendors remember to stress the money-saving aspect of environmentally friendly gadgets, as my feeling is that when financial push comes to credit shove, the average Briton couldn't give two hoots about polar bears.