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Sony Gives More Details On Its 3D TV Rollout

San Diego – Sony Electronics
said its 3D Bravia HDTVs are now available for pre-sale at Sony Style stores
and that its integrated Blu-ray 3D devices will be at retail in July.

Sony also released
a free firmware update that activates Blu-ray 3D capability for previously
announced Blu-ray Disc models, including the BDP-S470 and BDP-S570 players and the
BDV-E570 and BDV-E770W home-theater systems.

Sony’s 3D lineup now
includes 19 Bravia HDTVs, Blu-ray Disc players and theater systems, and
audio/video, the company said in a statement.

Sony will support
the 3D launch with an integrated marketing campaign featuring NFL quarterback Peyton
Manning of the Indianapolis Colts, and Grammy and Emmy award-winning artist Justin
Timberlake, aiming to deliver consumer education and eliminate 3D confusion.

Sony’s 3D Bravia
line includes the 3D-integrated Bravia XBR-LX900 HDTV, which features a
built-in 3D sync transmitter and two pair of active-shutter glasses, and the
3D-ready Bravia XBR-HX909 and KDL-HX800 3D-ready models, which offer the option
of adding the 3D sync transmitter and glasses at an additional cost.  

The line features
screen sizes in 40, 46, 52, 55 and 60 inches and ranges in price from around $2,100
(KDL-40HX800) to about $5,000 (XBR-60LX900).

Consumers who
purchase and register one of the new 3D Bravia models will receive a copy of
Sony Pictures Home Entertainment’s Blu-ray 3D title “Cloudy With a Chance of
Meatballs” as well as Blu-ray 3D title “Deep Sea.”

 The sets
will also include a PlayStation Network voucher enabling 3D Bravia purchasers
to download stereoscopic 3D gaming experiences on the PlayStation3 system (sold

For more on Sony’s
3D plans, watch for updates from TWICE executive editor Greg Tarr.