FWIW, a pixel that always shows red is locked on and is far more noticeable and a greater problem than a dead pixel. Often, a dead pixel is really only a dead cell in a pixel....ie only one of the three colours (red, green blue) is not working. So, it's really only a dead 1/3 of a pixel. It's not usually very obvious (but this depends on screen size and type etc). On a HD plasma, it can't be seen from more than about a metre Generally it's difficult to get a replacement as it "doesn't affect the normal viewing experience". However, an "always live" pixel is much more annoying and usually accepted as a defect. A "flashing" pixel is worse again. Some manufacturers, especially with commercial screens, have a technique for zapping live pixels with a laser at the end of the production line to turn them into dead pixels before the screen is shipped. one or two dead pixels is within tolerance. The above comments apply to plasmas, but I think they would generally apply to lcd's as well. I had a Clarion TV in my last car and it was replaced on the basis of one defective, live pixel. So, I think you should stick to your guns re a replacement. The bottom line is that it is noticeable from the normal viewing distance and that's generally unacceptable with most screens Good luck!