07.11.2008 — Move over Monster Cable, there's a new cleaner in town.

Sanus Systems is now shipping Elements Screen Care, "a series of quality screen care accessories that gently clean high-end TVs and monitors, and easily remove dust without damaging the screen."

Some time ago, Monster officials told me that the company's best-selling product at retail is ScreenClean. In 2006, head Monster Noel Lee said, “It’s actually a high-tech product. … It spawned an industry."

Indeed, it has.

Taking a page from the Monster PR handbook, Sanus explains:

Within the Elements line is the ELM101-X1, a complete screen care system contained in a reusable package that reduces material waste. The ELM101-X1 includes a special alcohol- and ammonia-free gel that gently cleans TVs and monitors without harming screens or discoloring bezels. Its Micro-Mist™ bottle provides a targeted spray for accurate application. The unique Elements microfiber wiping handle allows for quick, even window-style cleaning and a microfiber cloth cleans without leaving behind lint or residue. Also included is the exclusive antistatic dusting brush attached to the wiping handle that lifts debris and static electricity from the screen between cleanings.

I love the unique microfiber wiping handle and exclusive antistatic dusting brush. Take that, Monster!

Sanus offers two kits that will probably have street prices similar to the Monster products ($15 - $25).

The winner, of course, will be the one that has the best relationship with retailers and can pay for the best positioning at the point of sale.

Monster obviously is a, well, Monster at retail, but furniture-maker Sanus also has a very strong presence in A/V stores.

If you figure that the reseller margins are 50%, they can make probably $8 - $12 per kit, which is more than they'll make on a typical big screen!