By James Wells

SYDNEY: Sony Australia today revealed the ‘Future of Television’ in Australia with the launch of the new Bravia 2009 LCD TV line-up – including new top end Z series 200Hz Motionflow models, entry level full high definition models and energy efficient models that consume less power than two light bulbs.

These new products were revealed against a backdrop of change in the category outlined in a keynote speech from Sony Australia managing director, Carl Rose.

“With some big changes in the television landscape on the horizon, such as the digital TV switchover and the launch of Freeview, it’s the right time for us to be talking about some of the trends and changes we expect to see throughout 2009 and the coming years,” Rose said.

“Sony is in a unique position to lead this evolution, with the ability to satisfy consumer demand for TV technology with industry-leading innovation, as well as being involved in the production and distribution of film, television and gaming content.”

Rose reinforced Sony’s leadership in the category over the last 12 months with: the first LCD TV with 200Hz technology, the fastest frame rate available, the first OLED TV, the first wireless Full HD LCD TVs with larger screen panels as thin as 9.9mm, the first mainstream RGB LED TV and the first full range of LCD TVs to carry the energy star label.

In his speech, Rose also mentioned the unprecedented collective support by the free-to-air broadcasters to develop, package, promote and deliver FreeView as well as last month’s Get Ready for Digital TV event launching the Federal Government’s campaign to communicate Australia’s digital television switchover – the biggest national upgrade since decimal currency in 1966, affecting all Australian households.

Rose expressed his excitement around the $43 billion National Broadband Network and its potential impact to assist with the rollout of IPTVs and Internet Video Link TVs which will deliver improved streaming and downloading movies and other TV programs.

In a preview of Sony’s marketing priorties over the next five years, Rose mapped out the key events in the near future which will support sales of television in Australia:

– 2009: the launch of the Government’s switchover campaign and firm commitment to switching date as well as the increased presence from Freeview
– 2010: FIFA World Cup in South Africa, Commonwealth Games in India and Winter Olympics in Vancouver
– 2011: Rugby World Cup in New Zealand
– 2012: Olympic Games in London
– 2013: Digital Switch off
– 2004: World Cup in Brazil