Sony releases new LED Bravia panels: very high price points

By Patrick Avenell

Sony has today announced the availability of its three new Bravia XBR LCD televisions. The panels, which feature LED lighting, are now available, each with a price point to reflect the high end positioning of this product.

Originally launched to the industry at Uchi last month, the XBR series distinguishes itself from Sony’s previous Bravia offerings through the use of LED backlighting. Additional new features include Bravia Engine 2 PRO and Motionflow 100Hz PRO.

According to Sony, LED lighting “utilises local dimming technology which momentarily dims in dark areas of the picture, reducing light leakage for enhanced contrast and deeper blacks.” Sony claims this is the first time this technology has been used in 46- and 55-inch models.

Talking about this release is Sony Australia product manager for Bravia, Jan Ergen.

“The XBR series is a new, distinct benchmark in premium picture quality and design,” said Ergen. “The next series of Sony’s high-end XBR range of LCD TVs delivers deeper blacks thanks to 1,000,000:1 Dynamic Contrast Ratio, and the most realistic colour reproduction thanks to RGB Dynamic LED backlight technology.

“We are the only manufacturer to bring this technology to market here in Australia.

“The XBR series demonstrates our ongoing innovation in the TV space. Sony’s unique RGB Dynamic LED backlight technology delivers industry-leading levels of colour and contrast reproduction – significantly superior to other LCD backlight technologies including CCFL (Cold Cathode Fluorescent Lamp) and white LED backlight.”

Additional features include digital media port compatibility, for use with MP3 players; USB connectivity, which can allow for the panel to be used as a digital photo frame; DLNA compliance; and XMB incorporation.

The first release of the Bravia XBR series features three models: the 40-inch KDL40XBR45 at RRP $3,999, the 46-inch KDL46XBR45 at $6,999, and the 55-inch KDL55XBR45 at RRP $9,999.

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