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 Sony at CES 2010
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Message Text: Sony is unveiling an array of new products and technologies at this year's Consumer Electronics Show that unite the company's strengths in electronics, movies, music, and games.

Sony's CES display ranges from full high-definition 3D compatible BRAVIA LCD TVs, Blu-ray 3D capable players and a new line of BRAVIA TVs, which incorporate Sony's Monolithic Design concept, to customized Internet content, new Cyber-shot cameras, Handycam camcorders, VAIO PCs, the Reader digital book, and more.


Just like with HD, Sony is leading the way in 3D - from professional content creation, acquisition and production to distribution and presentation in theaters and, now, the home. At CES, Sony is not only announcing its plans to bring new 3D products into the home, but also that it is working to make Sony devices already in the home 3D-friendly, including Sony's PS3 game console. A firmware update will be available in the summer and will add 3D reproduction functionality to the device, Sony said.

Sony's new 3D capable BRAVIA LCD televisions for 2010 will include its first full HD 3D integrated TV, packaged with two pair of active shutter glasses as well as a built-in transmitter. The Edge LED Backlit LCD series will feature screen sizes up to 60 inches (measured diagonall

Complementing these sets are two other series of 3D-capable models that will have many of the same features, but the active shutter glasses and 3D Sync Transmitter will be sold separately.

Sony's 3D news also extends to several other products, including a soon-to-be announced Blu-ray 3D player and home theater system, in addition to upcoming 3D announcements for VAIO PCs and digital still cameras.

Moreover, Sony showcased a 24" full-HD 3D OLED display prototype, with no information about possible commercialization soon.


Sony's new BRAVIA LCD series -- including its new 3D sets -- feature a Monolithic Design. The TVs can be displayed at a six-degree upward slant, producing the most natural viewing experience, especially with lower TV stands. Advanced motion processing technology delivers smoother video for fast-moving scenes in movies and sporting events. The new sets- near-invisible bezel, concealed touch sensors, and combination of both glossy and matte finishes allow them to blend into any decor, adding style to a home theater.

The heart of the new line is the NX800 model, featuring Edge LED Backlit technology and integrated Wi-Fi capability. In the spring, Sony will also introduce several new series in the BRAVIA LCD line ranging in screen sizes from 22 to 60 inches (measured diagonally).

Blu-ray Disc/Home Audio-Video

Blu-ray Disc technology is now an integral part of several Sony products - entry-level BD players, PlayStation 3 systems, VAIO PCs with read/write drives, a 400-disc mega-changer that utilizes Gracenote Music and Video ID technology to the latest networked player that combines full Blu-ray Disc, DVD, CD, and SA-CD functionality with the ability to instantly stream movies, videos, music and more from Netflix, Amazon Video On Demand, YouTube, Slacker Internet Radio, Pandora, NPR, Sony Pictures Entertainment, Sony Music Entertainment, and more than 25 content providers through the Sony BRAVIA Internet Video platform.

Sony's newest network Blu-ray Disc player, model BDP-S570, delivers full HD 1080p performance with integrated Wi-Fi for an easy connection to home broadband Internet networks to access the BRAVIA Internet Video platform. It also features Sony's new Monolithic Design concept.

Complementing this player is a new home theater system, BDV-E770W, that combines a Blu-ray Disc player and a 5.1 surround home theater system with Internet streaming and S-AIR wireless rear-speaker and multi-room audio.

Sony also plans to release the "BDP-S770" Blu-ray player in the summer of 2010. The player will support 3D content as well as wireless and DLNA network functions, SACD reproduction and BD-LIVE .

Web Access and Customized Content

The dash - a personal Internet viewer with a 7-inch (diagonal) color touch screen answers the need for quick, customized information and entertainment. The dash device accesses a wireless home network and continuously updates information designated by the user. That information is then delivered by more than 1,000 selectable free "apps".

Digital Imaging

Sony's new consumer Handycam camcorders, Cyber-shot digital still cameras, and several other devices in the DI space will now be capable of using SD and SDHC as well as Memory Stick flash memory cards. Additionally, Sony will introduce SD and microSD memory cards in sizes ranging from two to 32 Gigabytes. Sony will continue to advance the Memory Stick format and will now add the SD format to its full-line media offerings as well (microSD/microSDHC cards will range from 2 to 8 Gigabytes).

Sony is unveiling 17 new camcorder models, starting with a new prosumer model, HDR-AX2000 that delivers Full HD performance with film-like progressive scan. Effective low-light capabilities are also achieved using three Exmor CMOS sensors.

Many features found in the prosumer model are also included in two new HD memory Handycam camcorders, HDR-CX550V and HDR-CX150. Both offer Full HD recording and embedded flash memory, along with high low-light performance and Sony's wide-angle G-lens.

The new bloggie camera models MHS-PM5 and MHS-CM5 include many of the same features and shooting options found in more expensive cameras -- such as an integrated CMOS sensor and image stabilization, along with the ability to easily upload content to popular video sharing websites (PC w/ Internet capability required).

At CES, Sony is also unveiling two new Cyber-shot cameras, models DSC-HX5V and DSC-TX7, with "Exmor R" CMOS sensors and full HD 60i AVCHD video capability. They also share a new in-camera technology, High Dynamic Range (HDR), which improves shooting in high-contrast scenes.

A new element of Sony's digital imaging plans is the TransferJet feature, a wireless high-speed data transfer technology that allows two TransferJet-enabled cameras to communicate and transfer files simply by touching the TransferJet marks on each product together. To transfer photos, TransferJet-enabled still cameras must each utilize Memory Stick with TransferJet. The technology will be featured in the Cyber-shot line beginning in February and other Sony products throughout 2010.


Transfer Jet technology will also find its way into Sony's VAIO notebook line, starting with the F Series. The F Series brings PC functionality into the multi-media entertainment and gaming arena. The F Series will feature a 16:9 full HD display on select models, Blu-ray Disc playback throughout the line as well as an HDMI output for connecting to compatible HDTVs (cable required, sold separately).

Joining the F Series is another new high-performance notebook, the Z Series, weighing in at just three pounds (with standard battery).

Reader Digital Book

The third addition to the Reader line, the Reader Daily Edition, joins the Reader Pocket Edition and Reader Touch Edition, and offers wireless access to new releases and "The New York Times" bestsellers in Sony?s Reader Store ( In addition, a recent agreement with Dow Jones & Company and the "New York Post" makes exclusive content available for wireless delivery directly to the Reader Daily Edition. Other newspaper content available now includes "Financial Times," "Los Angeles Times" and "Chicago Tribune" with more newspapers and magazines coming online soon.

Sony 3D Technology Center

Sony also announced that it will open the "Sony 3D Technology Center," located at Sony Pictures Studios in Culver City, California, to train a community of experts in the growing market of 3D entertainment. The announcement was made today at the Consumer Electronics Show by Sir Howard Stringer, Chairman, CEO and President of Sony Corporation.

The new center will offer professionals from across the industry a hands-on opportunity to learn more about the techniques and equipment used to create top-quality 3D productions of all kinds - including sports, movies, television and games. The center will also feature Sony's business and professional products, which are widely used in capturing, manipulating and displaying 3D productions.

The 3D Technology Center is scheduled to open in February 2010.
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