Dubai, 29th October, 2006 - Underlining its pledge to Sony High Definition Quality and building on the success of its market-leading BRAVIA LCD televisions, Sony Gulf has bolstered its commitment to LCD technology by expanding the BRAVIA family with a new line-up of full High Definition televisions. The extensive new line-up includes five series of high performance models having panel sizes ranging from a 70-inch screen to a compact 26-inch screen to suit the varying needs of different consumers.

"BRAVIA has several achievements to its credit, the biggest of which has been its role in creating the demand for LCD TVs. Without a doubt, BRAVIA's successful debut last year established the LCD TV as well as the flat panel TV market in general here in the Middle East," said Mr. Masaru Tamagawa, Managing Director, Sony Gulf FZE.

"Building on its strong sales momentum, we are reinforcing our commitment to BRAVIA; considerable investments have been made in production facilities to meet consumer demand; and parallel investments in R&D to maintain BRAVIA's edge as the leading flat panel TV in the world. The spectacular range unveiled today covers the entire spectrum of screen size, price range, and design aesthetics."

Moreover, the new BRAVIA range supplements the gamut of product categories that come under the HD umbrella; a part of Sony's worldwide goal of increasing products that support the HD format from 35% at present to 75% by the fiscal year 2007.  The Sony High Definition Quality, a brand line and strategy that guides Sony's consumer electronics business, will witness several introductions of high definition products such as the HD Handycam in all media formats which were introduced last month.

Leading the HD broadcast and professional business with more than 90% market share, Sony has pioneered HD and since 1981 has introduced many new products and technologies for professional, broadcast, cinema and more recently consumer use. Commenting on Sony's expertise in High Definition, Mr. Tamagawa confidently states that, "no one in the world has Sony's depth of experience, or breadth of excellence, in High Definition and no one is better positioned to facilitate this shift from standard to high definition."

The five new series comprise of the premium X-Series and the SXRD range which are high-end models having full High Definition (1920X1080) resolution. The SXRD range of TVs use the newly developed Sony-unique SXRD device that reproduces amazing film like picture quality. The SXRD models are available in 70-inch, 60-inch and 50-inch screen sizes.

The X-Series features an elegant floating glass design that is sure to inspire interior decorators to rethink the modern home. The V-Series features the proprietary, Live Colour Creation technology, which delivers a sharp and rich picture from both colour SD and HD sources. The S-Series, V-Series and the X-Series utilise the S-PVA Sony panel to deliver high contrast ratio, deeper depths in dark scenes for a three-dimensional feel at an ultra-wide viewing angle of 178 degrees. The E-Series uses the 3LCD technology to deliver exceptional brilliance, contrast and picture quality that is sure to satisfy big-screen enthusiasts.

The new line-up is also powered with the Sony's unique one chip digital processor, the BRAVIA Engine. The BRAVIA Engine reproduces ultra-high picture quality to create a realistic viewing experience by digitally enhancing the input sources. This results in exceptional contrast, cleaner images and smoother edges.

"With such a strong and extensive offering including the ultimate display device, the X-Series and the SXRD models, I am confident that BRAVIA will continue to shape the future of the LCD market here in the Middle East. Currently we have achieved the leading position in the LCD market and clearly, our ambition is to drive the current growth further and be the absolute No. 1 brand for LCD TV in this region," added Mr. Tamagawa.

THE TECHNOLOGIES
Full High Definition Technology (2 Mega pixel resolution - 1920 X 1080)
Full High Definition today means the display set must be capable of displaying at least a native resolution of 1920 by 1080 pixels. The picture quality of the X-Series and the SXRD range, with 1920 by 1080 resolution, is more than 4 times in comparison with the conventional flat panels which have 800 600 SVGA resolution. The resulting images on these televisions have exceptional brilliance, contrast and picture quality.

Instead of scaled images which have been digitally reduced to fit lower-resolution panels, Full High Definition reproduces pictures exactly as it was transmitted. This is the key to a picture of the highest possible quality. This power is utilised to the full on the Full High Definition X-Series and the SXRD range.

SXRD Technology

Sony's unique Silicon X-tal (engineering shorthand for 'crystal') Reflective Display (SXRD) device uses a liquid crystal layer backed by a reflective aluminum substrate. Benefits include Full High Definition 1920 by 1080, high contrast, fast response and an extremely smooth, film-like picture.

Live Colour Creation Technology

Live Colour Creation technology incorporates the Sony's colour Algorithm and the 2nd generation WCG-CCFL system that remaps original video signals and adjusts necessary colours for a life-like imagery as well as vibrant true to life colours on the new range of BRAVIA X-Series, V-Series and SXRD televisions.

BRAVIA Engine Technology

BRAVIA Engine is Sony's unique full digital processor newly developed to enhance the visual quality to get better gradation, superb detail, enhanced contrast and improved colour. The BRAVIA Engine processor acts like a sophisticated digital studio, carrying out multiple real-time processing operations that dramatically improve the quality of the picture before it even reaches the screen.

The BRAVIA ENGINE produces vivid, high-contrast images by applying complex noise reduction techniques, enhancing low contrast images until they are crisp and realistic, and processing blues, greens and whites within each frame to generate the richness and colour accuracy that set BRAVIA TVs apart.

Sony Panel

The BRAVIA series uses the 7th Generation Sony LCD Panel for truly matchless image quality and performance. Specially created for BRAVIA at the S-LCD plant these panels are produced from the biggest mother glass to efficiently create large, high quality panels.  

-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 a multiple of service centres reinforces Sony's presence in key markets in the region.

For further information, please visit our website: www.sony-mea.com

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
 
Elizabeth Sen/Rukshana D'Mello
Promoseven Weber Shandwick
T: +971 4 321 00 77
F: +971 4 321 17 11
Email: elizabeth.sen@promoseven.com

© Press Release 2006