Sony Bows 'BRAVIA' LCD-TV Brand

NEW YORK — Sony Electronics introduced a new sub-brand called BRAVIA for its line of high-definition LCD TVs with an unveiling of a right field sign at Yankee Stadium before the August 22 Yankees-Toronto Blue Jays game.

The company said it will use BRAVIA, which stands for "Best Resolution Audio Video Integrated Architecture" on its high-definition flat-panel LCD TVs in North America, starting with five models ranging in screen sizes from 26W inches to 40W inches. The 26W-inch model just started shipping to dealers and distribution of the remaining models will ramp up until the fall, Sony said.

This Friday at CEDIA Expo in Indianapolis Sony will provide details on the BRAVIA LCDs, including shipment dates, pricing and screen resolutions, as well as details other Sony-branded video products. (See www.TWICE.com for details.)

Mike Fasulo, Sony Electronics' chief marketing officer, said, "We thought to really set it apart and give it the credence of the new Sony brand, we would come up with a new compelling name like BRAVIA. It will be used for across all of our distribution channels."

As part of its promotional effort for the brand, Sony reached a sponsorship with the Yankees that will designate Sony as the official LCD TV of the team. The placement of a new BRAVIA sign on the outfield wall of the stadium will mark "the soft launch" of the campaign, said Fasulo.

Sony has launched a campaign including television and supporting print advertising reinforcing which is slated to run through the holidays and into the next calendar year, Fasulo said. The size of the ad budget was not disclosed.

The company also has launched the www.sony.com/HDTV consumer education Web site designed to demystify HDTV technology for those looking to purchase a new television.