Sony Electronics, which is looking to put the electricity back into its TV business, this week launches a sub-brand for its line of high-definition LCD TVs called Bravia.

All North American Sony LCDs will carry the new name.

The first sets to carry the Bravia moniker - which is short for "Best Resolution Audio Video Integrated Architecture" - will range in size from 26 to 40 inches.

Sony will introduce the brand under a $140 million ad push touting the Sony TV's technological superiority (Brandweek Aug. 8, 2005). The push, its largest in nearly a decade, comes at time when the electronics leader's global TV division is suffering significantly. It has reported the TV business will post losses of as much as $90 million a month every month this fiscal year, which ends in March 2006.

Earlier this month Sony began to highlight its Grand Wega rear projection TVs, calling it the "the world's greatest high-definition television."