Third successful edition underlines growing popularity of show

Dubai, April 15, 2008: It was the science lecture once again for Dubai fourth graders but with a difference. Their textbooks came alive as various science phenomena were explained through fun and interactive experiments that had the young audience's excitement levels spiraling at the Sony Science Show. In its third successful year, the Sony Science Show was organised with the Dubai School Agency - an agency of the Knowledge and Human Development Authority (KHDA) at the Knowledge Village.

With an auditorium packed to capacity with excited 4th Grade students, renowned Japanese scientific entertainer, Soichi Nishimura entertained them through simple scientific experiments on topics like flight dynamics, air pressure, and animation. The one-hour show was a combination entertainment and education where children had the opportunity to discover and explore science through interactive activities.  

Osamu Miura, Managing Director, Sony Gulf FZE, said: "Sony Science Show experiments make classroom learning come alive and children's understanding of science increases with Nishimura's clever and fun demonstrations. Sony is a company that is known for its creativity and technological innovations. So encouraging scientific thinking and understanding of scientific principles is a natural extension of what we stand for."

The main attraction this year was the 'Vision with Wonder' experiment, an interactive experiment where the principle of animation was explained through a simple demonstration.  Nishimura explained how the human brain works on visions and why static pictures are seen as motion pictures.

Why does your hair stand up when you use a comb? Why do we get a mild shock during winter when we are exposed to certain objects?  Nishimura answered questions like these through a simple experiment, where concepts of static electricity were made clear to the young audience.  

Throwing a boomerang, which sailed around the auditorium, he explained how this deceptively simple instrument worked on the principle of flight dynamics of a rotational body. Nishimura also demonstrated experiments to show that air has weight and exerts pressure.

"The students took part in various experiments with enthusiasm and eagerness. We are happy that they have learnt their lessons at the show in a fun filled way. Children are curious by nature and it was a good opportunity for them to see, experience and gain knowledge," said, Fatma Al Marri, CEO of the Dubai School Agency. 

The Sony Science Show is part of Sony's Global Community initiatives directed at children's education, such as The Sony ExploraScience Museum, The Sony Eco Plaza, The Sony Foundation for Education in Japan and The Sony Wonder Technology Lab in New York. In the Middle East, this is extended through the Sony Creative Science Awards in Saudi Arabia and the Sony Science Shows in the UAE.

-Ends-

About Sony Gulf FZE
Sony Gulf FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Gulf FZE leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A network of representative offices in Iran, Saudi Arabia, Pakistan and Kenya along with more than 250 service centres reinforces Sony's presence in key markets in the region.

About the Knowledge and Human Development Authority
The Knowledge and Human Development Authority (KHDA) is responsible for the future growth, direction and quality of education and learning in Dubai. We aim to support the people of Dubai in achieving their potential from birth and through life's journey as we work towards achieving the goals set out in the Dubai Strategic Plan 2015.

For media inquiries, please contact:
Neil D'Sylva
Sony Gulf FZE
Tel: (971)-4-8815488
Fax: (971)-4-8817808
Email: Neil.Dsylva@ap.sony.com

Saffana Michael/Rukshana D'Mello
Promoseven Weber Shandwick
T: +971 4 321 00 77
F: +971 4 321 17 11
Email: rukshana.dmello@ws-mena.com

© Press Release 2008