Speed of changing channels on LCD-HD TV!!?

I've recently purchased a new HDTV-LCD and changing channels is awfully slow and honestly the ONLY thing I hate about my new TV. I thought this might be standard on all HDTV's until yesterday when I noticed my step-bro's new HDTV-LCD that changes channels like a normal non-HDTV..what gives?? I'm a channel flipper and can't stand flipping through slowly!! HELP!