Sony Google TVs Target Young Demo

By Greg Tarr -- TWICE, 10/18/2010

NEW YORK — Sony’s launch last week of four Google-powered TVs and similarly configured Blu-ray player will target an audience of primarily younger Internet savvy users.

Sony views those consumers as being separate from those who will be interested in its 3DTVs this holiday season, said Mike Abary, home products divison senior VP.

“3DTV right now is a huge focus for the company,” Abary told TWICE. “Where Sony Internet TV lies is equally important, quite frankly. This is changing TV, potentially. The difference is that 3DTV is much more wide reaching,” affecting Sony’s entire business.

Similarly, he said, Sony opted to omit 3D capability from a Blu-ray player powered by Google TV in the initial generation because “we want Google TV to be the point of emphasis for the integrated box,” Abary said.

Screen sizes for the new Internet TVs include 24, 32, 40 and 46 inches for the NSX-24GTI ($600 suggested retail), NSX- 32GTI ($800), NSX-40GTI ($1,000) and NSX-46GTI ($1,400), respectively. All will run the so-called Google TV platform.

Sony’s Blu-ray Disc player powered by Google TV — model NSZ-GT1 ($399) — will incorporate most of the same interactive functionality for playback through non-Google TV-enabled displays.

The sets will be joined in the market by a set-top box and accompanying after market remotes and keyboard from accessories maker Logitech while another launch partner, Dish Network, said certain connected Dish DVR boxes will enable the playback of its content through the Google TV interface, enabling access to a myriad of content through Dish, the Internet and on users’ own storage devices.

The system, which runs the Google Chrome browser, includes an Intel Atom processor offering the ability to quickly search across the Internet for television content, and will search for TV listings on other platforms besides Dish Network, said Abary.

Other television service providers are said to be in discussions to add Google TV functionality in the future.

“We’re combining the power of HDTV, the power of the full Internet, and the power of apps to create a seamless experience. TV and Internet together at last,” Abary said, explaining that some connected TV systems in the past have failed because “they held back the success of Web on TV.”

Today, he said, the proliferation of broadband access, extensive online video content and more capability in devices has set the stage for a much more compelling experience.

Tamaryn Pratt, principal at Quixel Research, noted, “Compared to the 3D-paloza we’ve seen to date, it will be quite a refreshing surprise to see more emphasis on the Connected TV (IPTV) platforms in the fourth quarter. Connecting consumers via their TV is not easy. Sony’s Internet TV, with the Google browser, is a fantastic way to start, but prior to that announcement hardware manufacturers have been struggling to articulate a meaningful value proposition that resonated with consumers. It is an evolving TV feature that also has many challenges — some as mundane as getting all retailers wired to demo the products.”

Abary said Sony is now taking pre-orders for the sets and is displaying them in Sony Style stores. They were available to purchase from Sony Style locations on Oct. 16, and, shortly thereafter, Best Buy stores, Sony said.