Bright View Technologies is preparing to roll out a new film product designed to improve the viewing of plasma screen displays in bright room settings.

The Morrisville-based startup produces a variety of optical screens designed to improve the contrast of display screens. Bright View believes its forthcoming product will make plasma screens more competitive with liquid crystal displays (LCDs).

“Our film is unique in that it delivers enhanced contrast under the harsh overhead lighting conditions commonly found in the retail environment as well as in the typical home viewing environment, where there may be both overhead and side lighting originating from windows and table lamps,” said Ed Teague, chief executive officer of Bright View.

Samples will be available this quarter, and production should start later in the year, the company said. Bright View is working with Arisawa Manufacturing Co. of Japan on the plasma film product.