is it advisable for ushio s400DD be oriented in vertical position ...the website says in vertical position the life span of the lamp will be 20,000 hours....horizontal position--15,000 hours is it true?
will the lamp in vertical postion projects high quality image as compared to lamp in horizontal position?

Here dannyss, some quick links to my findings as far as better quality when the Ushio S400dd bulb is 'perpendicular to the panel'.
http://www.lumenlab.com/forums/index.php?s...ndpost&p=117139

http://www.lumenlab.com/forums/index.php?s...ndpost&p=117647

As far as longer life, these bulbs are marked either universal positioned bulbs or horizontal or vertical. Your choice but stick to what the bulb was designed for if you choose one of the latter two.