Sony Australia has just announced a new promotion that will entitle 20,000 Australian homes to a free Blu-ray player when they purchase any TV across the BRAVIA LCD TV range.

Sony, the pioneer of Blu-ray technology, is offering the first 20,000 customers who purchase any Full HD LCD TV in the BRAVIA range from the 16 March, a BDP-S550 Blu-ray player valued at $649, absolutely free.

This promotion is aimed at helping new Full HD TV owners maximise the potential of their new purchase, and add a new dimension to their home entertainment experience with features such as 7.1 channel audio capability, Bonus View and BD-Live.

Toby Barbour, head of strategy and brand development at Sony Australia commented “Sony has been at the forefront of the Blu-ray format since its inception and this offer is no exception. The opportunity to combine a smoother picture with Motionflow, Full HD resolution and the latest Blu-ray content is an experience not to be missed”.

“High speed action scenes in Hollywood Blu-ray blockbusters will never have looked better. With a limited number of Blu-ray players available though – only 20,000 – the offer won’t last long.”

The BRAVIA series’ included in the promotion include: XBR, Z, E, W, ZX and EX series. All models also feature Sony’s Motionflow technology.

Kim Overall, Sony Pictures Home Entertainment managing director, commented on the acceptance of Blu-ray in Australia.

“After launching less than two years ago, the Blu-ray format has rapidly been accepted by Australian consumers as the new generation for home entertainment,” Overall said.

“At the end of 2008, over 450,000 Blu-ray players (including PLAYSTATION®3) had already been sold in Australia and an estimated 750,000 Blu-ray Disc titles. There are more than 520 Blu-ray Disc titles available for sale in Australia today, and we have already released 15 BD-Live enabled titles.”