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September 03, 2009

Sony Brings 3D Home in 2010

Berlin, Germany, September 2, 2009 - At a press conference held in Berlin, Germany on the eve of IFA 2009, Sony Corporation announced plans to lead the way in delivering new 3D viewing experiences by bringing 3D to the home in 2010. Sony will continue to accelerate its efforts across the Sony Group to create both attractive 3D hardware and content, and provide new forms of 3D enjoyment.

Sony's 3D compatible "BRAVIA" LCD TVs incorporate frame sequential display and active-shutter glass systems*1, together with Sony's proprietary high frame rate technology to enable the reproduction of full High Definition*2 high-quality 3D images, and will form the centerpiece of Sony's 3D entertainment experience for the home.

In addition to 3D compatible "BRAVIA" LCD TVs, Sony will also develop 3D compatibility into many more of its devices, such as Blu-ray Disc products, VAIO and PlayStation®3, to provide a multitude of ways in which 3D content - from 3D movies to stereoscopic 3D games - can be enjoyed in the home.
In the growing industry of 3D cinema, Sony has supported and driven the expansion of 3D by providing a wide variety of professional equipment for the shooting, production and screening of movies in 3D. The number of digital 3D screens is increasing rapidly, and is expected to reach 7,000 by the end of 2009*3. In addition to 3D movies, Sony's range of professional 3D products is also driving the growth of 3D production and distribution across a range of entertainment industries, from theatre and music performances to sport and beyond.

Embracing the "make.believe" (make dot believe) philosophy, which signifies the company's ability to turn ideas into reality, Sony will strive to further enhance synergies across its group companies. Sony will leverage its wealth of technology and engineering resources spanning both professional and consumer markets to bring the optimum 3D viewing experience to the home, from 2010 and beyond.

*1 A method of 3D display whereby the television set alternates the image for the left and right eye, and glasses open and shut in sync with the image on the screen.
*2 Displays 1,920 x 1,080 pixels image per eye
*3 Source: Screen Digest (Approx. as of July, 2009)
   
* All trade names are either registered trademarks or trademarks of their respective holders.
   





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