Photo: Sony Corporation

Sony Delivers the Industry's Largest Array of 3D Capable HDTVs and Home Audio and Video Products

San Diego, USA - June 9, 2010

Sony today announced that its 3D capable BRAVIA® HDTVs are now available for pre-sale at Sony Style stores and that its new integrated Blu-ray 3D™ devices will hit retail shelves beginning this July.
Additionally, the company 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.

Photo: Sony Corporation

Sony now offers consumers the most diverse line of 3D capable home entertainment products including 19 BRAVIA® HDTVs, Blu-ray Disc players and theater systems, and audio/video components that offer various levels of performance and features.

Photo: Sony Corporation

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 Jive/Sony Music artist Justin Timberlake aiming to deliver consumer education and eliminate 3D confusion.

“3D is revolutionizing the entertainment industry and only Sony is involved in every stage of the ecosystem,” said Chris Fawcett, vice president of Sony’s television business.
“Leveraging deep 3D expertise from the company’s theatrical and professional groups, Sony products are optimized to offer the best possible 3D home entertainment experience.”


BRAVIA 3D HDTVs


Focusing on that high quality experience, Sony’s 3D capable BRAVIA HDTVs incorporate a frame sequential display with active-shutter glasses that work together with Sony's proprietary high frame rate technology reproducing smooth, full high-definition 3D images.

Sony will bring  a whole new entertainment experience to your home in 3D. Photo: Sony Corporation

The line-up 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 series 3D ready models which offer the option of adding the 3D sync transmitter and glasses at an additional cost.

Photo: Sony Corporation

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

Sony 3D glasses Photo: Sony Corporation

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.

Photo: Sony Corporation

The sets will also include a PlayStation® Network voucher enabling 3D BRAVIA purchasers to download stereoscopic 3D gaming experiences on the PlayStation3 (PS3™) System (sold separately).

By using high-frame rate LCDs with a “frame sequential display”, Sony makes it possible to watch Full HD 3D quality video on 3D compatible “BRAVIA” LCD TVs. This technology involves alternately transmitting images for the left eye and right eye to the screen. When viewed through the “active shutter glasses”, the two separate images on the shutter glasses are synchronized with the onscreen image with their Full HD quality intact, and precisely transmitted to the viewer’s eyes. The high-quality super-fine Full 3D HD images deliver unprecedented reality and presence. Photo: Sony Corporation

The titles include PAIN (partial game) and MotorStorm®: Pacific Rift (demo) and full game downloads of WipEout® HD and Super StarDust™ HD.


BRAVIA XBR-LX900 Series Integrated 3D HDTVs


The full HD 1080p (1920 x 1080) BRAVIA XBR-LX900 series features integrated 3D functionality and includes the 60-inch XBR-60LX900 for about $5,000 and the 52-inch XBR-52LX900 for about $4,000.

Sony BRAVIA XBR-LX900 Photo: Sony Corporation

The Monolithic Design, Edge LED backlight models also feature integrated Wi-Fi® (802.11n) for an easy connection to broadband home networks to access Sony’s BRAVIA Internet Video Platform and BRAVIA Internet Widgets, as well as Sony’s new premium video service, Qriocity.


BRAVIA XBR-HX909 Series 3D Ready HDTVs


The XBR-HX909 series is 3D ready with the addition of Sony active shutter glasses (about $150 per pair) and sync transmitter (about $50), both sold separately.

Sony BRAVIA XBR-HX900 Photo: Sony Corporation

The models feature full HD (1920 x 1080p) and Sony’s Intelligent Dynamic full array LED backlight.

The Monolithic Design concept models include the 52-inch XBR-52HX909 for about $4,000 and the 46-inch XBR-46HX909 for about $3,500.

Sony’s Intelligent Dynamic LED backlighting improves contrast and dynamic range by local dimming that controls the LED backlight level by area so that detail is maintained in the dark areas, while other areas are driven near peak brightness.
The models also include an RS-232c I/0 terminal for custom installation applications.


BRAVIA KDL-HX800 Series 3D Ready HDTVs


Also 3D ready (with the addition of Sony active shutter glasses and sync transmitter, sold separately), the BRAVIA KDL-HX800 series features full HD 1080p (1920 x 1080) and utilizes a Dynamic edge LED backlight with local dimming for improved contrast and dynamic range.

Sony BRAVIA KDL-HX800 Photo: Sony Corporation

The series includes the 55-inch class (54.6-inches measured diagonally) KDL-55HX800 for about $3,400, the 46-inch KDL-46HX800 for about $2,700, and the 40-inch KDL-40HX800 for about $2,100.


Blu-ray 3D Players


Available in July for about $300, Sony’s Blu-ray 3D BDP-S770 model offers built in Wi-Fi (802.11n) for easy access to Sony’s BRAVIA Internet Video platform and Qriocity.

Sony BDP-S770 Blu-ray 3D Player Photo: Sony Corporation

Additionally, Sony’s BDP-S470 and BDP-S570 Blu-ray Disc players can be upgraded to play Blu-ray 3D with a free online firmware update that is now available.
The update also adds Digital Living Network Alliance (DLNA®) compatibility to the models.


Blu-ray 3D Home Theater Systems


Also available this July for about $800, Sony’s new full HD 1080p 5.1 channel Blu-ray 3D capable home theater system (model BDV-HZ970W) features wireless capabilities via the included USB wireless LAN adapter (802.11n) allowing for easy access to the BRAVIA Internet Video platform and Qriocity.

Sony BDV-E570 Blu-ray HT Photo: Sony Corporation

The model also offers two HDMI inputs with 3D pass-through, HDMI repeater function, and a universal remote.

Sony’s BDV-E570 and BDV-E770W Blu-ray theater systems can now also be upgraded to Blu-ray 3D with the free firmware update.
The update also adds DLNA compatibility to the units.

Sony BDV-E770W Blu-ray HT Photo: Sony Corporation

Unique to all Sony Blu-ray Disc players, users with an iPhone® or iPod® touch device can control the players using a free app called “BD Remote” which can be downloaded from the Apple App store.

The app, will also be available soon for Android™ devices, allows the device to function as a remote control that includes the ability to access a Blu-ray Disc’s details such as jacket artwork, actor, and production information as well as search for additional video clips online.


3D Capable Home Audio Components


Sony also recently announced 3D capable home audio products including the STR-DN1010 audio/video receiver, the HT-CT350 and HT-CT150 3.1 channel sound bars, and the HT-SF470 5.1 channel home theater system.

STR-DN1010 Photo: Sony Corporation

The models offer consumers flexible solutions to round out the Sony 3D experience and meet the demands of 3D home entertainment.

Sony HT-CT150 Sound Bar Photo: Sony Corporation

Additionally, Sony will add 3D capability to the previously announced STR-DH810 and STR-DH710 AV receivers through a firmware update later this month.


Integrated Marketing Campaign


Sony’s 3D advertising will start airing this week on national TV networks, accompanied by cinema, radio, print and digital ads throughout the year.

Sony HT-SF470 HT System Photo: Sony Corporation

Owing to the importance of clear consumer education on 3D, Sony will also spread the word about the new BRAVIA 3D TV’s through dedicated training events, displays at authorized Sony retailers, social networks, on SonyStyle.com, through Sony Style stores, and via email, direct mail, and free standing inserts.

The campaign was developed with support of Sony Electronics’ advertising agency 180 Los Angeles.
Specifications and images for all 3D products can be found at

www.sony.com/news  

For further details and pre-orders, please visit

www.sony.com/bravia  

or Sony Style retail stores across the country.

These products and others can be found at Sony authorized retailers across the country.
To learn about the 3D world created by Sony, please visit

www.sony.net/united/3D  

http://www.sony.com/SCA/press/100609.shtml  



Akira Shimazu
Senior General Manager, 3D & BD Project Management Division, Sony Corporation


Please tell us about your current position and work.

My role is to coordinate all of Sony's 3D efforts across the multiple business units.

What are the initiatives Sony pursuing to familiarize 3D?

	Akira Shimazu Photo: Sony Corporation

At the time when we launched HD (High Definition) and Blu-ray, there were already abundant availability of contents such as movies and broadcast contents, but for 3D there are only limited contents existing. Therefore, we think that increasing the number of 3D contents is one of the most important agenda.
We are looking to enrich 3D contents in the categories of gaming; movies; and broadcast contents including sports, concerts and more.

How will consumers' experience change as 3D becomes popular?

This can be categorized into two area - First, if you experience contents such as animated movies and games in 3D, you will be immersed in the contents since they are originally created in 3D space.
Second, you will see the contents more lively with contents such as live sport broadcasts and concerts. You will experience a reality as if you are standing right next to the pitch, and this is what you can’t feel even you are watching the game in the stadium.

What is the uniqueness of Sony in 3D.

Sony has wider variety of contents such as movies, games, and broadcasting, as well as equipments and systems to produce, distribute and display those contents.
"TV broadcasting" is the only one area which we do not possess on our own, but through collaborations with broadcasters we will be further expanding the 3D world.

What benefits can Sony offer to its customers?

Many people who have experienced 3D contents must have seen it in movie theatres, since 3D movies are particularly popular in the United States. But we are not simply looking to bring 3D movies to your living room.
We believe that what Sony can prove is the fact that the whole entertainment is shifting towards 3D.

So people will be able to enjoy it in their own homes?

	Akira Shimazu Photo: Sony Corporation

Yes, indeed. HD and Blu-ray, the efforts have been to deliver existing film contents to the home with higher definition., 3D is transforming the entertainment itself.
This is revolution occurred after decades.
Another way to look at this is that it is now possible to create a very real virtual reality in gaming.
3D is the next wave that brings a whole new entertainment and we would like you all to experience it. I believe people can imagine the possibilities that spread ahead, so we want to clearly show our directions to expand Sony’s 3D entertainment.

So SD (Standard Definition) shifted to HD (High Definition), and 3D is the next step?

It’s slightly different from those past changes. We have been adding more reality as we move from SD to HD and onto 3D, but the difference with 3D is that it is changing quality and adding “new dimension”, whereas shift from SD to HD was about the difference in quality.

Do you have any final message for Sony customers?

We are working very hard to introduce 3D products in 2010.
Stay tuned with Sony for excitements to come.


http://www.sony.net/united/3D/#interviews/  



Howard Stringer
Chairman, Chief Executive Officer and President, Sony Corporation

Howard Stringer, Chairman, Chief Executive Officer and President, Sony Corporation Photo: Sony Corporation

Howard Stringer has been Chairman and Chief Executive Officer of Sony Corporation since June 2005. He is also a Representative Corporate Executive Officer of Sony Corporation.

Additionally, Mr. Stringer retains his responsibilities as Chairman and Chief Executive Officer of Sony Corporation of America, as well as corporate head of Sony Corporation's Entertainment Business Group.

Mr. Stringer is a member of the Board of Directors of Sony Corporation, and is also a Board member of Sony BMG Music Entertainment (which is 50% owned by Bertelsmann A.G. and 50% owned by Sony Corporation of America), one of the largest recorded music companies in the world, and he oversees Sony's other music-related holdings in the U.S. He joined the Company in May 1997.

Prior to joining Sony, Mr. Stringer had a distinguished 30-year career as a journalist, producer and executive at CBS Inc.
As President of CBS from 1988 to 1995, he was responsible for all the broadcast activities of the company including entertainment, news, sports, radio and television stations.
Under his leadership, the CBS Television Network became the first network to rise from last to first place in one season. In 1993, in what became one of the most chronicled coups in television history, Mr. Stringer convinced David Letterman to bring his critically acclaimed late night show to CBS.

From 1986 to 1988, Mr. Stringer served as President of CBS News, where he developed several new programs including the award-winning 48 HOURS, which continues as a primetime hit to this day.
Prior to that, during his tenure as executive producer of the CBS EVENING NEWS with Dan Rather from 1981 to 1984, that program became the dominant network evening newscast of its day.

From 1976 to 1981, while Mr. Stringer was executive producer of the CBS REPORTS documentary unit, it won virtually every major honor, including 31 Emmys, four Peabody Awards, three Alfred I. duPont-Columbia University Awards, three Christopher Awards, three Overseas Press Club Awards, an ABA Silver Gavel and a Robert F. Kennedy Grand Prize. Among his award-winning programs are THE ROCKEFELLERS, THE PALESTINIANS, A TALE OF TWO IRELANDS, THE DEFENSE OF THE UNITED STATES, THE BOAT PEOPLE, THE BOSTON GOES TO CHINA, THE FIRE NEXT DOOR, and THE CIA'S SECRET ARMY.

Mr. Stringer earned nine individual Emmys as a writer, director and producer from 1974 to 1976.

After leaving CBS Inc., Mr. Stringer was Chairman and CEO of TELE-TV, the media and technology company formed by Bell Atlantic, NYNEX and Pacific Telesis, three of the largest telephone companies in the United States, from February 1995 to April 1997.

Mr. Stringer is the recipient of numerous media and philanthropic awards.
Phoenix House, the nation's leading non-profit substance abuse services organization, presented him with its Public Service Award in April 2002.
He has also been honored by Literacy Partners, Teach for America, and the New York Hall of Science.
The Center for Communication presented Mr. Stringer with its highest award in November 2000.

In May 1999, he was honored with the UJA-Federation of New York's Steven J. Ross Humanitarian Award and in November 1999, he was inducted into the Royal Television Society's Welsh Hall of Fame.
In 1996 he was awarded the First Amendment Leadership Award by the Radio & Television News Directors Foundation in Washington, D.C., and was inducted into the Broadcasting and Cable Hall of Fame.
In 1994, Mr. Stringer received the International Radio and Television Society's Foundation Award, and was honored for his "uncommon vision" in the media industry by the American Museum of the Moving Image.

Mr. Stringer serves as Chairman of the American Film Institute Board of Trustees and is on the Board of Trustees of the Museum of Television and Radio.
He is a board member of InterContinental Hotels Group, The New York/Presbyterian Hospital, The American Theatre Wing, the American Friends of the British Museum, and the Corporate Leadership Committee of the Lincoln Center for the Performing Arts.
He has honorary Fellowships from Merton College, Oxford, and the Welsh College of Music and Drama.

In 2003, Mr. Stringer received an Honorary Doctorate from the London Institute.

A native of Cardiff, Wales, Sir Howard received the title of Knight Bachelor in the New Year Honours list of Her Majesty Queen Elizabeth II on December 31, 1999.

He holds a B.A. and an M.A. in modern history from Oxford University.
He is a recipient of the U.S. Army Commendation Medal for meritorious achievement for service in Vietnam (1965-67).
He became a U.S. citizen in 1985 and is married to Dr. Jennifer A.K. Patterson, a dermatologist. They have two children, David Ridley and Harriet Kinmond.

Headquartered in Tokyo, Japan, Sony Corporation is a leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets.
Its music, motion pictures, computer entertainment operations, and online businesses make Sony one of the most comprehensive entertainment companies in the world.


http://news.sel.sony.com/en/corporate_information/executive_bios/