REGZA - New Brand for Toshiba Flat Panels

Regza is the new branding that supposedly will reinforce Toshiba's global presence in flat panel TV market. The first REGZA species will hit the market on March 1st in Japan and will be followed up in North America, Europe, China and other Asian countries.
Here is how Toshiba explains the word REGZA:

"REGZA" was coined from the literary German word "regsam" and connotes vibrant, dynamic qualities; it also captures Toshiba's intent of "Real Expression Guaranteed by amaZing Architecture," the superlative picture quality Toshiba achieves with its advanced expertise. Until now, Toshiba has used different brand names in marketing TVs in different regions, and "REGZA" is the first unified global brand for Toshiba's TVs.

New TVs will feature minimal clean design in black colors.