By Patrick Avenell

SYDNEY, NSW: Sony Australia will tomorrow kick off its self described “media blitz” to promote the latest range of Bravia TVs. Unlike its rivals, such as Panasonic yesterday, which have talked up IPTV, Sony is focusing on the basic function of the TV: picture quality.

The tagline of this campaign; which will run across free and pay TV, and online; is “…looks better on a Bravia”. General manager of consumer key accounts, Jeremy Senior, said that although picture quality is the central message, Sony’s internet offering will also be promoted.

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“Consumers will be shopping smart when selecting a TV, demanding the best screen quality together with the best content offering,” said Senior. “Sony’s ‘TV Redefined’ campaign showcases our benefits of on-demand, online entertainment, together with the consumer decision-making priority of picture quality.

“Through our Bravia Internet Video service, we offer a wide variety of content and exclusive channels, with a simple story across our entire connected range.”

“A lot of new TV technology has been introduced to consumers over the past two years and Sony’s message is clear: whether you are enjoying a 2D or 3D movie, watching your favourite TV show, or catching up on the latest videos via Bravia Internet Video, entertainment content looks better on a Bravia.

“This reflects Sony’s long history of and commitment to picture quality, an assurance that continues today with the technologies built into our 2011 Bravia range,” Senior continued. 

From 13 May 2011, the TV commercials will run on the following free channels: Channel 7, 7Two, 7Mate, SBS and SBS2.  It will also air on Arena, The Comedy Channel, Fox 8 and TV1 on pay TV.