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Thursday, June 07, 2007
Sony Introduces New Bravia SXDR HDTVs


Sony unveiled five new BRAVIA SXRD micro-display HDTVs featuring Motionflow 120Hz high frame rate technology, as well as nine new flat-panel LCD models.

New Bravia SXDR

About 20 percent slimmer than last year's sets, Sony's A3000 line features three new models including the 50-inch KDS-50A3000, the 55-inch KDS-55A3000, the 60-inch KDS-60A3000 (screen sizes measured diagonally) models.

With cabinets about 40 percent thinner than its predecessor models, the XBR micro-display line features two new sets - the 60-inch KDS-Z60XBR5 and 70-inch KDS-Z70XBR5 (screen sizes measured diagonally).

Key to the high picture quality is Sony's Motionflow 120Hz high frame rate technology. The feature is adjustable with four modes (including "off") that the user can change to match the content, be it high-definition sports or Blu-ray Disc movies.

Enhancing image quality further is the adoption of the new industry color standard for video, xvYCC, also referred to as x.v.Color technology.

The new BRAVIA HDTVs also feature Theater Mode that adjusts the TV to display movies better preserving the mood and detail that the filmmaker intended. When the Theater button on the television's remote control is selected, the TV automatically adjusts settings to one that has been specifically optimized for BRAVIA LCD and SXRD display technology.

The TVs are compatible with Sony's Digital Media Extender (DMeX) offering a digital connection path for the BRAVIA Internet Video Link module (sold separately). Announced earlier this year, the BRAVIA Internet Video Link, allows users to view select Internet video content, including high-definition, from providers AOL, Yahoo! and Grouper, as well as Sony Pictures Entertainment and Sony BMG Music.

Also Sony's BRAVIA Theatre Sync feature simplifies the situation with its one-button command, which integrates the operation of the television with supporting external components connected via an HDMI input.

The A3000 models also feature Sony's BRAVIA Engine EX full digital video processing system with Digital Reality Creation-Multifunction v1.0. The technology up-converts all non-HD signal to 1080i.

The XBR models also add BRAVIA Engine Pro circuitry with Digital Reality Creation-MultiFunction v2.5 which up-converts signals, including 720p and 1080i, to 1080p.

When high-definition signals are available, however, all of the models feature 1080p input capability via HDMI, component, and PC inputs (with supporting PC graphics cards). Additionally, the HD component and HDMI inputs are compatible with both 1080/60p and 1080/24p sources.

The KDS-50A3000, KDS-55A3000 and KDS-60A3000 models debut in August for about $3,000, $3,300 and $3,500, respectively. The KDS-Z60XBR5 and KDS-Z70XBR5 ship this fall for about $5,000 and $6,000 respectively.

New BRAVIA Flat-panel LCDs

Sony also introduced nine new BRAVIA flat-panel LCD high-definition televisions.

The new models all feature 1920 x 1080 full high-definition resolution, 10-bit panels and, in select models, Motionflow 120Hz high frame rate technology, as well as x.v.Color capability.

Encompassing the XBR5, XBR4 and W series, they come in screen sizes of 52, 46 and 40 inches (measured diagonally). Including the previously announced S series and V series flat-panel LCD models, the complete line of 17 models range in size from 70 to 26 inches (measured diagonally.)

All of the new models in the line feature Sony's Digital Media Extender (DMeX) and Sony's BRAVIA Theatre Sync feature.

W3000 Series

The new W-series includes the 52-inch KDL-52W3000, 46-inch KDL-46W3000 and 40-inch KDL-40W3000. The full HD 1080p models feature Live Color Creation technology with WCG-CCFL backlight and 10-bit processing with a 10-bit panel, which has the capability to deliver 64 times the level of color expression than 8-bit panels, according to Sony.

Sony's BRAVIA Engine EX full digital video processing system with Digital Reality Creation-Multifunction v1.0 (DRC-MF v1.0) technology promise exceptional picture by up converting common standard definition signals like DVDs and non-HD broadcasts to better match the television's capabilities.

When high-definition signals are available, however, the sets feature 1080p input capability via HDMI, component, and PC inputs (with supporting PC graphics cards). Additionally, the HD component and HDMI inputs are compatible with both 1080/60p and 1080/24p sources (24p True Cinema).

XBR4 and XBR5 Series

Sony?s new 52-inch KDL-52XBR4, 46-inch KDL-46XBR4 and 40-inch KDL-40XBR4 feature a glass frame design with the ability to swap the standard black bezel out for any of eight other optional colors including Scarlet Red, Pacific Blue, Arctic White, Sienna Brown, Titanium Silver, Midnight Black and new for 2007, Rose Metallic and Champaign Gold.

Both XBR model lines offer Sony?s Motionflow 120Hz high frame rate, and BRAVIA Engine Pro circuitry with Digital Reality Creation-MultiFunction v2.5 which upconverts non-1080p signals, including 720p and 1080i.

The KDL-52XBR4, KDL-46XBR4 and KDL40-XBR4 models will be available in August for about $4,800, $3,800 and $3,000, respectively. Also shipping in August, the KDL-46XBR5 and KDL-40XBR5 will be about $4,100 and $3,300. The KDL-52XBR5 model will come out in September for about $5,100. Sony?s KDL-46W3000 and KDL-40W300 models will debut in July for about $3,500 and $2,700, respectively, while the KDL-52W3000 will be available in August for about $4,300.


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