It seems that British men can do anything for a free 50-inch plasma TV - even renounce sex.
A recent survey has revealed that almost half of the Brit males would willingly forgo sex for six months for a 50-inch plasma TV.
The survey conducted by electrical retailer Comet involved 2000 Britons where they were asked what would they give up for a large television.
The survey found that 47 percent of men would give up sex for half a year, compared to just over a third of women.
"It seems that size really does matter more for men than women," News.com.au quoted the firm, as saying.
Moreover, a quarter of the people said that they were willing to give up smoking and chocolates in return of a 50-inch plasma TV.