By Claire Reilly

Following on from two ritzy TV product launches by Samsung and LG last week, Sony has announced that the newest addition to its Bravia LED LCD TV range will be the “TV to beat in 2012”. According to the managing director of Sony Australia, Carl Rose, Sony’s new high-end Bravia HX850 “is the best TV on the market.

“We’ve done our research and we know that while the advent of Smart TV is changing the way we watch TV, the number one consideration when choosing a TV to buy is still outstanding picture quality – something we will never compromise on.

“Sony delivers our best picture quality ever with the Bravia HX850, while ensuring Smart TV content and connectivity to multiple devices rounds out this top-of-the-range package,” he said.

That connectivity includes built-in Wi-Fi and DLNA compatibility, which allows users to share content between the HX850 and DLNA-enabled devices such as tablets and smartphones, and to use their mobile device as “an intelligent remote control”. In addition, by downloading the Sony Media Remote App, users can transform their smartphone into a second screen for the TV in order to view additional information, such as details on YouTube videos.

In terms of the picture quality that Rose was praising, the HX850 offers HD 1080p picture quality with Dynamic Edge LED backlighting, and Motionflow XR 800 technology that reduces image blur. It also features an X-Reality Pro processing chip that adjusts picture quality on the TV to suit the program on the screen.

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The HX850 will be available in mid May in both 46-inch and 55-inch screen sizes, and joins the existing HX750 models (32-inch, 40-inch, 46-inch and 55-inch) in the range. The new EX Series of televisions – which includes the 40- and 46-inch EX650 models and the 26-inch EX550 model – will be added to the range in mid May and June respectively.

Sony will also be launching new 3D glasses to complement the range. Made from titanium, the TDG-BR750 glasses will be available in May for RRP $179, and will be backwards compatible with older Bravia 3D TVs.

“We’ve made selecting a TV as simple as possible by streamlining our range to nine models,” said Nicolas Barendson, Sony Australia’s general manager of marketing. “Our TVs are made by entertainment lovers, for entertainment lovers.

“Our focus is on delivering a premium, top-quality entertainment experience, no matter the content – whether you’re watching 3D, internet video or regular programming.

“Using our TVs is simple as well,” he added. “We’ve made accessing all of our ‘Smart TV’ features like catch-up TV, Music Unlimited and Video Unlimited as easy as the press of one button on your remote.

“We have a wide variety of content available for our connected Bravia TVs today, and will continue to add more significant channels, apps and partnerships in the future – providing increasing value to the Bravia owner.”

Sony general manager of marketing, Nicolas Barendson (left) and MD Carl Rose with the new Bravia HX850.