Touchstone Home Products announces an automated TV lift for $999.99.

Getting the new Elevate lift below that $1,000 price point was a priority, says CEO Jeff Sheahan. “This is something that we worked toward for a long time.”

Sheahan says demand for an affordable and light — the Elevate weighs “50-something pounds” and accommodates up to a 42-inch flat-panel TV — TV lift solution springs from TVs themselves being so affordable. He notes that people have more and larger TVs than ever and they often struggle for placement solutions.

The company hasn’t announced specific distribution plans, but Sheahan says he had productive discussions with some big-box retailers during CES 2010. He expects to bring some of them on board in the next few weeks.

Touchstone also expects the Elevate to be offered CE pros. “If somebody is looking for a more affordable price option, particularly if they are putting a 32- or 37-inch TV in another room after buying a new, bigger one, here’s a solution for them.”

In big-box retailer stores, however, Sheahan envisions the Elevate as “a good primary option” that is “much nicer than a big console.”

Following are some Elevate features, according to Touchstone:

• Can entertain or store a TV at the touch of a button
• Designed to accommodate flat-screen televisions of up to 42-inch
• Finished on all four sides, making it a versatile home entertainment furniture option for bedroom, living room or main home entertainment area
• Turbo Lift technology ensures fluid movement, raising or lowering the television in less than 40-seconds
• Comes fully assembled
• Features wireless remote control
• Includes child safety security code
• Available in Espresso, Vintage Black and Antique Honey finishes
• Optional storage cabinets, which can be used to house components and media, can be utilized as side cabinets or as bed-side tables
• Will be available online and in-store February 2010

Sheahan adds that in order to get the Elevate under $1,000 and to minimize its weight (for cash and carry business), Touchstone uses a single actuator as opposed to the dual-actuators it uses with other lifts in its line. Dual-actuator lifts weight about 98 pounds. The difference, he says, is a “barely noticeable” increase in noise.  “It’s still extremely quiet.”

Meanwhile, the single actuator and lower weight increase the lift’s speed. It takes under 40 seconds to display versus 53 seconds with dual-actuator lifts, according to Sheahan.

Shown in Antique Honey, Touchstone envisions the sub-$1,000 Elevate as a nice option for secondary TVs.