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Sony Launches ‘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 Monday’s New York Yankees-Toronto Blue Jays game.

The company said it will use the BRAVIA logo 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 is the evolution of Sony’s next high-performance thin-design product,” said Mike Fasulo, Sony Electronics’ chief marketing officer. “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 will also engage in coming weeks leading up to CEDIA Expo a comprehensive advertising campaign including television and supporting print advertising reinforcing Sony’s HDTV leadership and advanced technology, the company said.

The campaign is slated to run through the holidays and into the next calendar year, Fasulo said.

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

The BRAVIA name stands for “Best Resolution Audio Video Integrated Architecture,” the company said.

“I’m confident that BRAVIA will become as important and recognized as Sony’s Trinitron brand,” said Dick Komiyama, Sony Electronics chief operating officer. “Consumers look to Sony for leadership in television and BRAVIA signals a completely new tradition — it is the culmination of 36 years of innovation and expertise in TV. Teaming BRAVIA and the New York Yankees is a winning combination.”