By James Wells

SYDNEY: Sony has chosen the Australian market to launch the next phase of its Bravia line-up of rear projection televisions in 60-inch and 70-inch screen sizes which will use proprietary SXRD microdisplay technology.

SXRD or Silicon Crystal Reflective Display has been trialed in the North American market in October last year, but this is the first time the product has been released on to the global market under the universal Bravia brand.

The products will be launched in Australia in October and will then be rolled out into Japan and Europe.

The product launch was conducted by the president of Sony’s TV group, Makoto Kogure – on his second visit to Australia after launching Bravia to the world in Sydney on 22 August last year.

At the launch, Kogure stressed the importance of high definition in Sony’s vision and reiterated its commitment to the Australian market.

“Australia is a very important strategic country for Sony. As far as micro display projection TV is concerned, there is an existing market in this country. Australia also has high definition broadcasting, and this is why Sony wants to concentrate on this market to launch new high definition technology.”

Also speaking at the launch, Sony Australia product manager – display , Graeme Keogh, said the LCD market has competed significantly with plasma in terms of market value in recent months.

“This is a real milestone for the industry and represents the direction the market will head not only here, but around the world. Our product strategy in the TV category has been firmly on LCD for some time. This is truly the only technology that will move seamlessly with consumers into the high definition era.

“We don’t consider this to be something happening in the future, but we see it happening right now.”

Pricing of the products has not been confirmed at this stage.