My personal theory is too keep chemicals away from A/V gear. I've used the following for cleaning my TV screens for past 10 years. 2 paper towels, 1 damp w/ warm water - not dripping wet (for wiping) and 1 dry (to dry). Works like a charm.
I use Windex and paper towels to clean my WEGA screen with no problems. Just make sure you spray the cleaner on the towel and not directly on the glass. When you have children in the house who leave greasy fingerprints on the screen, I've found that warm water doesn't do a very good job at removing them.
My Wega manual says to use a damp cloth. I messed my computer screen up cleaning it with windex. Must of had ammonia in it. My computer screen coating is coming off.
It's me, the warm water paper towel guy again.
FWIW, I have a 14-month old that puts many nice hand smudges all over my living room 36" Panasonic all the time. Damp (warm water) Paper Towel + Elbow Grease = Clean Screen Everytime.
Probably a slightly damp cloth with diluted soap solution would be best, with vertical wiping only. There is a product I use on my trinitron computer screen called Endust for Electronics that should be safe as well but it's your call if you want to try it or not. It does an excellent job on the monitor though and is made specifically for such surfaces.
I've used Windex, which contains ammonia, on television screens and computer monitors for more than 15 years, and have never had a problem with it "etching" the glass bezel. Never. The only result it has ever given me is a nice, clean piece of glass. From personal experience it's my opinion that the warm water method is overly cautious.
Just curious, we all own TV's. What does the Manufacturer recommend to do in the Owner's Manual for your TV? That should be the best and safest way to go.
I use a non-amonia-based cleaning fluid intended for eyeglasses on my WEGA, as well as my bedroom Toshiba (and back-up Panasonic). Works great. I also agree that even amonia-based Windex, if used judiciously, will not harm your screen.
Also, spray the cleaning fluid onto a very soft cloth, and then wipe the screen gently.