SACRAMENTO, Kalifornia (PNN) - October 14, 2009 - The influential lobby group Consumer Electronics Association is fighting what appears to be a losing battle to dissuade Kalifornia regulators from passing the nation's first ban on energy-hungry big-screen televisions.

On Tuesday, executives and consultants for the Arlington, Virginia, trade group asked members of the California Energy Commission to instead let consumers use their wallets to decide whether they want to buy the most energy-saving new models of liquid-crystal display and plasma high-definition TVs.

"Voluntary efforts are succeeding without regulations," said Doug Johnson, the association's senior director for technology policy. Too much government interference could hamstring industry innovation and prove expensive to manufacturers and consumers, he warned.

But those pleas didn't appear to elicit much support from commissioners at a public hearing on the proposed rules that would set maximum energy-consumption standards for televisions to be phased in over two years beginning in January 2011. A vote could come as early as November 4.