Consumers Get First Glimpse of Sony's New 3D BRAVIA Televisions at Retail Stores

Sony Style stores provide exclusive viewing of 3D HDTV Technology and Sleek Monolithic Design Announced at CES 2010


At the 2010 Consumer Electronics Show, Sony once again set a new standard for how televisions look and perform. The company's new line of 2010 BRAVIA® LCD HDTVs feature its first 3D HDTVs, a new innovative and stylish Monolithic Design Concept and Edge LED backlighting. The new Sony BRAVIA televisions are another example of how Sony is providing consumers with networked products that enhance the home entertainment experience.

And now consumers can experience Sony's new TV's for themselves at any one of 42 Sony Style stores across the U.S., which are offering exclusive demonstrations and pre-orders of the TVs before they become available for purchase.

"Our Sony Style stores are often used as a test ground for new products and technology before they become available through our authorized retail network," said Linda Turner, SVP of Sony Style retail stores. "Being able to demonstrate a new technology like 3D allows us to gain valuable insight into consumer reaction which we share with our engineers."

The televisions are set up in actual living room environments in the stores to allow consumers to experience them as they would in their own homes. 3D content being shown during the store demonstrations includes Sony Pictures' Cloudy with a Chance of Meatballs, Sony PlayStation games and a clip from a FIFA soccer match in 3D.

The BRAVIA XBR-52LX900, which is currently on display at Sony Style, offers integrated 3D functionality with Sony's 3D active shutter glasses and built-in 3D transmitter, while the HX900 and HX800-series are 3D capable using Sony 3D active shutter glasses and 3D transmitter (each sold separately).

Models in the LX900, HX900, NX800 (on display at Sony Style) and NX700 series feature Sony's all new Monolithic Design. The design concept aims to change the entire TV viewing environment by delivering the most innovative, stylish, and high-quality experience possible.

With quality materials forming a simple, flush viewing surface with crisp edges and a smooth border, the models blend into the home's interior and allow viewers to focus completely on beautiful on-screen images without distraction from unnecessary decorative elements. Also, a unique six degree upward tilt option offers a more natural, comfortable viewing experience.

Central to the slim profile Monolithic Design is Sony's Edge LED backlight. Designed to deliver deep blacks and brilliant whites, the design allows for a slim form factor and an outstanding contrast ratio helping the new models impress not only when they are displaying beautiful images, but also when turned off as they blend into the home's decor.

The new Sony televisions offer built-in Wi-Fi® (802.11) for easy access to BRAVIA Internet Video, BRAVIA Internet Widgets and personal content through Digital Living Network Alliance (DLNA) certified™ home networks.

The complete line is made up of 38 models ranging in screen sizes from 60 to 22-inches, many of which will be available this spring.

For further details and pre-orders, please visit , or Sony Style retail stores ( across the country.

To learn about the 3D world created by Sony, please visit

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SOURCE: Sony Electronics Inc.

CONTACT: Marcy Cohen, +1-201-930-6884,, or Ana
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