Sony launches ‘Full On, Full HD’ slogan

By James Wells

SYDNEY: Sony Australia will use: ‘Full On, Full HD’ as a new slogan within its business to demonstrate the importance of full high definition with 1920 x 1080 resolution.

According to Sony Australia group marketing communications manager, Tim Rich, the slogan will be extended to other areas of the business including camcorder, digital still camera, digital SLR, portable audio and car audio products.

According to Sony Australia deputy managing director, Carl Rose, GfK data revealed high definition products in the first quarter of 2006 outsold non-high definition products for the first time.

“Sales in high definition categories including flat panel, gaming, personal video recorders, set top boxes and camcorders grew from $301 million in the first quarter of 2005 to $568 million in the first quarter of 2006,” Rose said.

“We need to educate, inform, engage and excite to have people switch on in Australia,” said Rose, who returned to
Sony Australia this year after three years at Sony UK as marketing director.

“I have seen the market trends in Europe. Australia can be compared to Europe in terms of market maturity and customer buying habits. We are also comparable in terms of household penetration,” he said.

Rose estimated that 18 per cent of Australian households will switchover from analogue to digital television by the end of 2006 and that this statistic will rise to 80 per cent prior to the intended digital switchover date in 2010 which has been put forward by the Federal Communications Minister, Senator Helen Coonan.

At the event, Sony has over 100 high definition products on display out of its total product range of 1,000 products.

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