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"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.
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Posted by Anne-Birte Stensgaard, Senior News Editor
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