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Sony Expands Use Of BRAVIA Badge

2/27/2007 09:05:00 AM Eastern

Las Vegas — Sony told dealers at its annual line show here Tuesday that it is expanding its BRAVIA sub-brand beyond large-screen LCD TVs to include a range of “high-performance” products from microdisplay rear-projection sets to front projectors and home theater in box (HTiB) systems.

The sub-brand, which is an acronym for Best Resolution Audio Visual Integrated Architecture, first appeared in 2005 on the company’s advanced flat-panel LCD TV line. Behind the brand, Sony grew its LCD TV market share from single digits to 30 percent in less than a year, the company said. It now hopes to extend that performance in other categories.

“When you see the BRAVIA brand, you know you’re not only getting the exceptional quality, but also the distinctive elegance that Sony is known for delivering,” stated Randy Waynick, Sony home products division senior VP.

Among the new BRAVIA flat-panel LCD TV products are seven models that will be compatible with the BRAVIA Internet Video Link module that was recently announced at International CES. Internet Video Link module will ship in July at $300, and will work with all of the new BRAVIA branded displays, including both flat-panel LCD TVs and 3LCD rear projection sets. The module will enable viewers to access high-definition video content available online through a number of entertainment Web sites. All of the models include Sony’s Xross Media Bar (XMB) user interface that has been employed by the PSP handheld game player and new Playstation3 consoles.

Sony's KDL-46V000 LCD

Among the offerings is the V series of flat-panel LCD TVs with full 1,080p resolution. Models include the 46W-inch KDL-46V3000 and 40W-inch KDL-40V3000.

Also added is an S series of 1,366 by 768 resolution flat-panel LCD TVs in the 40W-inch, 32W-inch and 26W-inch screen sizes. Models include Sony’s Live Color Creation with cold cathode fluorescent backlighting, and 10-bit video processing.

Completing the new flat-panel additions is a very high performance 32W-inch KDL-32XBR4, which adds the company’s new Motionflow technology to reduce such picture artifacts as image blurring and image “judder.” The technology creates 60 unique frames between each of the existing 60 frames, doubling the frames displayed per second. The set also includes Live Color Creation circuitry with cold cathode fluorescent backlighting, 10-bit video processing, and 120Hz motion compensation. Inputs include three HDMI jacks with 1,080p/60p and 1,080p/24p capability and PC connectivity via a 15-pin D-sub connector and HDMI port.

In select microdisplay rear-projection sets, Sony will use the BRAVIA badge in place of the Grand Wega trademark. Some of the first BRAVIA models will include three 3LCD-based HDTVs including two 1,080p E series models in the 46W-inch KDF-46E3000 and 50W-inch KDF-50E3000. Both feature reduced cabinet depths. Also added was a 37W-inch KDF-37H1000 with 720p resolution designed for “tight places.”

In front projection, Sony is applying the BRAVIA name in place of the Cineza trademark on a 720p 3LCD model. The VPL-AW15 features 1,100 lumens of brightness, and a 12,000:1 contrast ratio using Sony’s Advanced Iris 2 technology.

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All BRAVIA display products are scheduled to ship in the spring and summer at prices to be announced later, Sony said.

For sound, Sony is applying the BRAVIA name to three HTiB systems including the DAV-HDX265 (shipping in March at a $300 suggested retail), DAV-HDX267W (April, $300) and DAV-HDX500 (March, $500) models. All include five-disc DVD changers, HDMI output and digital media ports that will accept connection to optional accessories to play back audio files on compatible Bluetooth-enabled products.

The DAV-HDX500 is XM Connect-and-Play ready with Neural Surround and offers height adjustable floor-standing speakers that match the style of BRAVIA TVs. The DAV-HDX267W offers wireless rear speakers.

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