Sony Affirms BRAVIA(TM) as World's Number 1 LCD TV Brand

Sony Announces Host of World Firsts at IFA:

-- World's fastest LCD TV frame rate -- super-smooth action with the 200Hz BRAVIA Z4500

-- World's thinnest LCD TV -- the BRAVIA ZX1 at 9.9mm(1)

-- World's first LCD Picture Frame TV with integrated High Definition wireless connectivity -- the BRAVIA EX1

-- World's first OLED TV to reach the European market -- the XEL-1

Over the coming months, Sony will deliver an array of new technologies and world firsts to European customers. Europe is a key market for BRAVIA products and Sony is committed to establishing BRAVIA as the Number 1 LCD TV brand by giving its customers the absolute best in picture quality, technical innovation and product design. From the world's thinnest TV to the world's fastest frame rate, Sony BRAVIA is opening up the world of television like never before.

"In this market you cannot talk your way into first place," explained Hiroshi Sakamoto, Vice President of TV Marketing, Sony Europe. "The products must speak for themselves. That is why we are announcing three world firsts for BRAVIA technology and a European first with the introduction of the OLED TV XEL-1. Sony is continuously striving to lead the way with advanced innovations in TV technology and cutting edge design. We're excited to see our customers' reactions."

Best-ever Full HD motion clarity with the world's first Motionflow 200Hz BRAVIA -- the Z4500

Using sophisticated algorithms, the Motionflow 200Hz system employed by the Z4500 calculates three additional frames for every original, upping the frame rate from 50 to 200 per second. The result is the smoothest and clearest motion reproduction to be achieved by an LCD TV. 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. Whether allowing you to see the detail of a panning shot exactly as the Director intended or viewing the ultimate in smooth motion clarity for sports like football, the 200Hz Motionflow BRAVIA sets new standards in image quality and enjoyment.

The underlying superiority of the BRAVIA Z4500's picture is attributable to the centrepiece of BRAVIA quality: the BRAVIA Engine 2. This new version of the acclaimed Sony signal processor uses proprietary technology to improve every aspect of the image, frame by frame, in real time. BRAVIA Engine 2 is even better at reproducing realistic black, depicting objects with impressively lifelike depth and detail, removing blemishes or 'noise' from the picture, and delivering that trademark vibrant BRAVIA colour. 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 is a brand with its eyes firmly on the future, and it creates products that are ready to take advantage of emerging trends. This is why the BRAVIA Z4500 is DLNA(TM) Certified (Digital Living Network Alliance), allowing it to be seamlessly networked with other DLNA(TM) Certified devices within the home, such as VAIO® PCs and the Giga Juke(TM) music server. Once connected in this way, the BRAVIA Z4500 can be used to enjoy digital pictures and music stored on a PC somewhere else in the house.

World's thinnest production LCD TV, uniquely stylish, with 'BRAVIA 1080 Wireless' High Definition wireless technology for cable-free elegance -- the BRAVIA ZX1

A design masterpiece created to enhance the stylish living space, the BRAVIA ZX1 is guaranteed to catch and hold the attention. The extraordinarily slim 9.9mm(1) Full HD display -- as thin as a CD case -- is a world first for an LCD TV, making it an instant technology must-have for the design conscious consumer. This remarkable advance in engineering was achieved by using side-mounted LEDs to illuminate the screen instead of the usual backlight array. Edge LED technology is the secret behind the world's thinnest-ever production LCD TV.

Whether mounted on the wall or on its table-top stand, the BRAVIA ZX1's aura of cool minimalism need not be marred by wires from set top boxes or other devices, thanks to 'BRAVIA 1080 Wireless' technology. The two-part system uses a super-fast wireless connection to deliver a top-quality HD signal from the Media Receiver, which contains the MPEG4 AVC HD tuner(2), to the ZX1 in real time.

The picture quality is everything you would expect from BRAVIA. Even the most frenetic action has a lifelike smoothness and the impression of reality is further sharpened by the sheer crispness of the image. This is the visible effect of the interplay between two key BRAVIA technologies: Motionflow 100Hz with IB Reduction.

The meticulously designed RF (Radio Frequency) remote commander can be pointing anywhere in the room and still work perfectly. The BRAVIA ZX1 itself is equally versatile thanks to 4 HDMI(TM) inputs (1 x Display; 3 x Media Receiver) allowing it to connect to a sophisticated Home Theatre system like the Sony BRAVIA THEATRE DAV-IS50. It can even be used to control it, thanks to BRAVIA Sync technology. This uses the HDMI connection to transmit control information to other BRAVIA Sync-compatible devices. It can enable features like one-touch play and shut-down, which turns the whole Home Entertainment system on or off at once.

The World's first LCD Picture Frame TV with integrated High Definition wireless connectivity -- the BRAVIA EX1

Created specifically for the European market by Sony's EU Design Centre, the BRAVIA EX1 combines another world first technological innovation with exceptional visual appeal. The display is so slim that it almost begs to be hung on the wall using the specially made optional mounting bracket just 2cm deep (SU-WL700).

The look is intentionally in the picture frame style, and a choice of elegant black and silver bezel finishes and 40-inch, 46-inch or 52-inch screens means that the EX1 should harmonise with every decor.

To emphasise the BRAVIA EX1's potential as a thing of beauty, it can be set to Picture Frame mode, either displaying its own selection of superb quality images in Full HD, or using your own.

No matter how it is used, the BRAVIA EX1 has a very special advantage over normal TVs, namely the super-fast wireless link between its display and the Media Receiver, thanks to 'BRAVIA 1080 Wireless' technology. This part of the system has three HDMI(TM) sockets so it can connect to a sophisticated HD home entertainment system such as the BRAVIATheatre HTP-BD3IS , 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 and ensures a pleasingly sharp picture. The renowned BRAVIA colour advantage is a core part of the BRAVIA EX1, partly thanks to the sophisticated signal processing carried out by the new BRAVIA Engine 2, and partly to the special qualities of the backlight. This produces a wider range of colour and deeper, purer primary colours. Subtle interaction with the colour enhancement provided by the BRAVIA Engine 2 results in a vivid, entirely naturalistic picture.

Watch the future on the first-ever OLED TV to launch in Europe -- the XEL-1

Sony is proud to be the first to bring OLED (Organic Light Emitting Diode) TV technology to the European market. The XEL-1 embodies all the advantages offered by OLED, which centre around the superlative image quality that the self-illuminating screen can deliver.

Unlike conventional LCD TVs, which require a back or side-light illumination system, OLED screens actually emit their own radiance. When a pixel is off it is truly black -- there is no faint leakage from the backlight -- so the difference between black and pure white (the 'contrast ratio') is huge: in the case of the XEL-1 it is over 1,000,000:1. Such a vast range gives almost perfect fidelity, with light and shadow appearing completely natural, colour fantastically rich and detail always distinct.

The 11 inch OLED screen can be viewed from almost any angle without losing definition, and is capable of nearly instant response in a few microseconds, over a 1000 times faster than LCD TVs, so motion reproduction is exceptionally smooth, with almost no image blurring. Working behind the scenes, XEL-1 Fine Motion picture processing ensures that on-screen action looks as good as it possibly can. 'Super Top Emission' technology adds the final touch, decreasing reflected ambient light and boosting colour purity.

Another crucial advantage to having no backlight is that the screen can be incredibly thin, which enables a radical approach to the overall design. The XEL-1 fully exploits this, combining a daringly slim 3mm(1) screen with an innovative cantilever support rising from one side of the base. The result is utterly distinctive and an unmistakable statement of luxury high technology.

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MODEL                 BRAVIA Z4500        BRAVIA ZX1        BRAVIA EX1
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Screen size (inches)  40"/46"/52"            40"           40"/46"/52"
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Motionflow            Motionflow          Motionflow         Motionflow
technology              200Hz               100Hz              100Hz
                   with IB Reduction   with IB Reduction  with IB Reduction
---------------------------------------------------------------------------
BRAVIA 1080                            High Definition      High Definition
Wireless                 -                wireless             wireless
                                        transmission         transmission
                                         from Media           from Media
                                     Receiver to Screen  Receiver to Screen
---------------------------------------------------------------------------
BRAVIA ENGINE 2          Y                    Y                   Y
---------------------------------------------------------------------------
1080p Full HD            Y                    Y                   Y
---------------------------------------------------------------------------
BRAVIA Sync              Y                    Y                   Y
---------------------------------------------------------------------------
XMB™ (Xross
Media Bar™)              Y                    Y                   Y
---------------------------------------------------------------------------
24p True Cinema™         Y                    Y                   Y
                                  (monitor input only) (monitor input only)
---------------------------------------------------------------------------
Backlight technology  WCG-CCFL            Edge LED              WCG-CCFL
---------------------------------------------------------------------------
Live Colour Creation™    Y                    Y                   Y
---------------------------------------------------------------------------
x.v.Colour               Y                    Y                   Y
                                  (monitor input only) (monitor input only)
---------------------------------------------------------------------------

Picture Frame Mode       Y                    Y                   Y
---------------------------------------------------------------------------
PhotoTV HD               Y                    Y                   Y
                                  (monitor input only) (monitor input only)
---------------------------------------------------------------------------
USB Photo Viewer         Y                    Y                   Y
---------------------------------------------------------------------------
Theatre Mode             Y                    Y                   Y
---------------------------------------------------------------------------
Integrated          MPEG4 AVC-HD2,     MPEG4 AVC-HD2,      MPEG4 AVC-HD2,
digital tuner       DVB-T, DVB-C3      DVB-T, DVB-C3       DVB-T, DVB-C3
---------------------------------------------------------------------------
Sound             S-Force Front        S-Force Front       S-Force Front
technology        Surround and         Surround and        Surround and
               Dolby® Digital Plus  Dolby® Digital Plus Dolby® Digital Plus
---------------------------------------------------------------------------
DLNA™ Certified          Y                    -                   -
---------------------------------------------------------------------------
HDMI™                    3                    3                   3
                               (Media Receiver) + 1    (Media Receiver) + 1
                                       (Screen)                (Screen)
---------------------------------------------------------------------------
SCART                    2                    1                   1
---------------------------------------------------------------------------



------------------------------------------------------------
MODEL                                    XEL-1
------------------------------------------------------------
Screen size (inches)              11" (960 x 540) 16:9
------------------------------------------------------------
Screen technology                        OLED
------------------------------------------------------------
Super Top Emission Technology              Y
------------------------------------------------------------
Control for HDMI                           Y
------------------------------------------------------------
XMB™ (Xross Media Bar™)                    Y
------------------------------------------------------------
XEL-1 Fine Motion                          Y
------------------------------------------------------------
Live Colour Creation™                      Y
------------------------------------------------------------
x.v.Colour                                 Y
------------------------------------------------------------
Tilt screen                                Y
------------------------------------------------------------
USB Photo Viewer                           Y
------------------------------------------------------------
Integrated digital tuner        MPEG4 AVC-HD2, DVB-T, DVB-C3
------------------------------------------------------------
Headphones                                 Y
------------------------------------------------------------
Digital audio out                          Y
------------------------------------------------------------
HDMI™                                      2
------------------------------------------------------------
SCART                                      -
------------------------------------------------------------

(1) At its slimmest part
(2) Where compatible DVB-T/DVB-C services are available
(3) With supported operators

NOTES TO EDITORS

Environmental Info

Sony is engaged in a constant review of its manufacturing, operational and business practices to ensure that its products are developed in an environmentally responsible way. This approach can broadly be divided into three areas:

Environmental Information: 3Ps

Product: As with all BRAVIA™ TVs, the X4500 series and W4500 series are very energy efficient. The Auto shut-off function automatically turns off the TV when there is no input signal and enters the standby state. This also happens when there is no operation during a certain period of time. Power Consumption in Standby mode is less than 0.2 watt (for all W4500 & 40” X4500), 0.5W for 46X4500 and 0.6W for 55X4500. Using an integrated Light Sensor, the X4500/W4500 BRAVIA™ TV can automatically measure ambient lighting levels and dynamically adjust the brightness of the TV, resulting in lower power consumption for the typically darker home environment. All cover/housing parts > 25g are halogen-free, as well as the printed circuit boards. The chemical specifications of flame retardants used in the cover/ housing plastic parts are all provided according to the International ISO Standard 1043-4.

Process: To meet the requirements for recycling, all parts used in the production of the BRAVIA™ X4500 series and W4500 are easily separable. Also all plastic parts > 100g are made of one material or of easily separable materials. The material codes of all the plastic parts > 25g are according to the international ISO Standard 11469.

For the halogen-free packaging 35% of recycled paper and VOC-free ink is used.

The instruction manual is printed on non-chlorine bleached paper with VOC-free ink.

Planet: Sony is determined to lead the way as a responsible manufacturer, and as a result we are focussing on three key areas of investment:

1. Reducing CO2 gas emissions
2. Increasing the percentage of renewable energy  used in manufacturing
   facilities
3. Minimising the resources used by our factories in manufacturing

About Sony:

Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world’s leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.44 billion (yen 8,871 billion) for the fiscal year ended March 31, 2008, based on an average market exchange rate for the same period of yen 160.0 to the EUR. It employs approximately 180,500 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 12.73 billion (yen 2,328 billion) for the fiscal year ended March 31, 2008. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 9.55 billion for the same period.

For more information on Sony Europe, please visit http://www.sony-europe.com and http://www.sony-europe.com/presscenter

“Sony,” “WALKMAN” and “BRAVIA” are registered trademarks or trademarks of Sony Corporation. All other trademarks are trademarks or registered trademarks of their respective owners.

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