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When a flat screen television displays the same image for a long period of time, the pixels in the displayed image -- a logo, a paused image from a DVD, the grid from the channel guide -- may age prematurely and fail to function accurately.
This was a problem with early plasma TVs, though manufacturers have now implemented technologies that make it much less likely to occur. Look for mention of these technologies when you're reading plasma television reviews.
In most cases, you will never need to worry about burn-in. It still may be wise to avoid pausing DVDs or otherwise leaving static images on your screen, especially in the first 200 hours or so of using a new plasma TV.