"Let's go Sony all the way"
For this project I was in charge of putting together the system in equipment terms, and for getting together the custom components we needed. Because of our experience at trial run in 2009, my main focus this time around was to build a system entirely from Sony products. It wasn't easy: we had to make high-speed improvements to equipment which wasn't yet on the market, and to customize products so they could withstand local conditions-things like sudden heavy rainfall and power outages. In the end, thanks not just to employees who were participating directly but to the cooperation of many others who were not, we were able to make a system where almost all the equipment, from the projector to the speakers and the all-in-one producer switcher, was Sony.
Sony Staff Working Together
This project really got Sony staff to work together. The starting point was their passion to communicate dreams and hope for the future to African kids via football. As the real thing came closer and closer, Sony staff-who were often working in areas outside their normal field of expertise-got ready for the big event by working together, discussing things, sharing their specialized knowledge and technological know-how. They say football is a sport that brings people together. I certainly think that's true. Even within Sony, it brought the employees closer to one another.
Not a Goal, But a Milestone
As a company, Sony is all about communicating the pleasure of entertainment through images. The Public Viewing project fully leveraged our design know-how and our hardware: assets of which Sony is justifiably proud. This is a social contribution that's quintessentially Sony in nature. My personal view is that this project is not an end in itself, but just a milestone on a longer journey. After Public Viewing, the project will probably-no, it must-feed in to social contribution in some other form. Sony continues to produce even more sophisticated and incredible products. There all sorts of possibilities for how we could use these-bringing the pleasure of Public Viewings to even more children, or for something completely different. Either way, I want to use the success of this year's Public Viewing as a springboard for the future.