Sony said Thursday it will launch the world's thinnest and lightest 40-inch liquid crystal display (LCD) television, seeking to trump its rivals ahead of the key year-end shopping season.

The new ZX1 model, part of the firm's popular Bravia series, is just 9.9 millimetres (0.39 inches) thick at its slimmest section Weighing 12.2 kilograms (26.9 pounds), it can be hung on a wall like a framed painting.

Equipped with a fast wireless connection, the screen display is separated from the tuner so it does not need signal cables.

With BRAVIA Engine 2, Motionflow 100Hz and High Definition wireless technology for cable-free elegance, the BRAVIA ZX1 is the perfect balance of high aesthetics and high technology.

The ZX1 series will be put on the market on November 10 with an estimated price tag of about 490,000 yen (4,500 dollars) in Japan.







First 200Hz LCD TV

The world's thinnest TV is complemented by the world's first Motionflow 200Hz BRAVIA - the BRAVIA Z4500. Using sophisticated algorithms to create new frames from the originals, the Z4500 Motionflow sends 200 frames a second across the screen, providing the smoothest and crispest motion reproduction to be achieved by an LCD TV, according to Sony.

A complementary image enhancement technology called IB Reduction (Image Blur Reduction) boosts the sharpness of the final picture by improving the original, frame by frame, before it is processed by Motionflow 200Hz.

BRAVIA Z4500?s picture is attributable to the BRAVIA Engine 2. This new version of Sony's signal processor uses proprietary technology to improve every aspect of the image, frame by frame, in real time. Contrast is also essential to a quality picture, and a very high screen dynamic contrast ratio of 80,000:1 leverages the work of the BRAVIA Engine 2 to the full.

BRAVIA EX1 - First Wireless TV

The world?s first LCD Picture Frame TV with integrated High Definition wireless connectivity - the BRAVIA EX1 ? completes the range of Sony LCD TV highlights at IFA 2008. Created specifically for the European market by Sony?s EU Design Centre, the BRAVIA EX1 features a very slim display for easy wall moumting.

The TVs will be available in black and silver bezel finishes and 40-inch, 46-inch or 52-inch dimensions.

The BRAVIA EX1 has a very special advantage over normal TVs, namely the wireless link between its display and the Media Receiver, thanks to 'BRAVIA 1080 Wireless' technology. This part of the system has three HDMI sockets so it can connect to an HD home entertainment system, but there will never be a need to run a signal cable ? or three ? up the wall to the display. The wireless link is so fast it can transmit the HD signal in real time with no loss of quality.

Motionflow 100Hz technology doubles the standard frame rate for visibly smoother on-screen action, while IB Reduction (Image Blur Reduction) sharpens the original signal. The renowned BRAVIA colour advantage is a core part of the BRAVIA EX1, partly thanks to the signal processing carried out by the new BRAVIA Engine 2, and partly to the special qualities of the backlight.