By Matthew Henry and James Wells
SYDNEY: Sony has announced that all televisions in its upcoming range will be branded Bravia, including not only its new LCD TV range but new SXRD rear projection products and 3LCD rear projection products which were formerly branded Grand Wega.
The company unveiled its second-generation Bravia LCD TV range to over 500 retailers at the Sony. Experience More event in Sydney.
The new range features updated S-series and V-series models (now available in up to 46-inch), and the new high-end Bravia X-series with full 1920x1080p resolution and screen sizes from 40-inch to 52-inches.
With the X-series, Sony has re-introduced the distinctive floating design which was previously available on plasma products prior to the launch of Bravia, to provide the brand with a point of difference in the market.
Sony has scrapped the Grand Wega range two years after it was introduced at the last Experience More, replacing it with new 1080p high definition SXRD rear projection Bravia TVs.
Prior to the launch of Bravia LCDs last October, only 10 per cent of Sony televisions sold were 40-inches and above.
This proportion is now 30 per cent. The proportion of televisions 30-39 inches has remained constant at 40 per cent, while the proportion of smaller televisions 30-inches and below has decreased from 50 per cent to 30 per cent.
While 40-inches is the largest LCD screen size in Sony’s current range, the upcoming Bravia models reveal a greater focus on big screen products. Sony is also demonstrating its largest LCD panel at the Experience More exhibition, an 82-inch panel which is one of just five prototypes manufactured by Sony.
The new Bravia LCD range will be available in September, but pricing has not yet been confirmed.