In The Zone | The 2009 Sony BRAVIA Launch: Redefining High Definition In Continuity

The 2009 Sony BRAVIA Launch: Redefining High Definition In Continuity

littlelion | 27 May, 2009 14:08

The recent local launch of new Sony BRAVIA HDTVs, which was held in EDSA Shangri-La last week, has reflected Sony’s continuing realization of its two honorable commitments: product excellence through unique technological breakthroughs, and responsible corporate citizenship through ethical practices and environmental responsiveness. As words are not enough to explicitly expound on these philosophies, we are bringing right before you a vivid blow-by-blow account of the said affair.

The introduction of Sony’s latest BRAVIA range gave the local media the opportunity to witness how their inimitable innovations can be integral to one’s personal life to transform his or her home entertainment experience, beyond definition.

Hosting the event were Ms. Carmina Lumabas and Ms. Nadia Pozon, Sales and Marketing Officers of Sony Philippines.

In spite of his absence, Sony Philippines President and Managing Director Mr. Takao Kuroda sent us his eminent speech through a canned video recording. Commenting on the BRAVIA launch, he said: “At present, our innovative instincts transcend not only in providing the best Audio-Visual Experience but, more importantly, in our strong and passionate commitment to the global environment.”

History In The Making

We know Sony as a recognized brand of televisions since our childhood, the days when standard definition was regarded as the best possible picture resolution that the television industry could achieve. Keeping its respectable disposition unbroken, Sony has been continuously introducing pioneering television innovations through the years. During the event, Sony deliberately emphasized its leadership in the application of LED technology in televisions.

In 2004, Sony pioneered the use of LED technology in backlighting LCD televisions with the release of the first generation RGB LED Backlit LCD TV – the QUALIA 005 – in its native Japan.

Improving on this breakthrough, the second generation Triluminous RGB LED Backlit LCD, the BRAVIA 70X350 was launched worldwide in 2007.

During the same year, Sony also introduced the world’s first OLED (Organic Light Emitting Diode) TV – the 11-inch XEL-1 – which was showcased at CES 2008. Different from an LCD TV, it requires no backlight since the panel itself is light emitting and boasts a thickness of three stacked credit cards (about 3mm).

Shown in the photo is Sony Philippines Vice President and Marketing Director Mr. Takashi Kozu with the XEL-1.

2008 saw the completion of the whole RGB LED Backlit technology series. Sony’s BRAVIA 55X450 and 46X450 showcased superb display of vibrant colors and astounding realism.

The BRAVIA Today

Fast forward to this year, Sony continues to uphold beauty in its products. Right after the product presentation, representatives from Sony Philippines guided us in an expedition in which new BRAVIA models were showcased in a simulation of the modern Filipino home.

First stop is the stunning BRAVIA ZX1, a remarkable engineering feat with Edge LED technology, or side-mounted LEDs, used to illuminate the screen. Tipped as the world’s slimmest 40-inch HDTV, it measures a mere 9.9mm in depth, giving the illusion of a thin mirror.

For those with a keen sense of uncluttered elegance, the BRAVIA 1080 wireless technology ensures that the BRAVIA ZX1 is not obscured by wires or other devices. Instead, the innovative system utilises a groundbreaking, high-speed wireless connection capable of real time transmission of HD signals to the ZX1.

Going on to the next station, we saw the BRAVIA Z450, the world’s first Motionflow 240Hz. Using a set-up inspired by the rush of outdoor excitement and adventure, Sony showed how the Motionflow 240Hz algorithm quadruples the number of frames per second by interpolating three new frames to reduce the motion blur often seen in fast-paced sports and action programs.

Lastly, Sony demonstrated the eco-friendliness of the BRAVIA WE5. Capable of sensing if a viewer is present or not in the room, its Intelligent Presence Sensor function temporarily turns off the TV picture to instantly reduce power consumption by over 40%. Based on the photo above, the WE5 (center) shows the lowest power consumption among the three.

Integrated with Hot Cathode Fluorescent Lamps (HCFL) backlights, this HDTV consumes less energy when compared to conventional CCFL LCD TVs.

Commitments Brought To Fruition

Together with the unveiling of the new BRAVIA models, Sony Philippines also announced its partnership with Sky Cable. Both companies are aggressively promoting the availability of HD content (Discovery HD and History Channel HD) in the Philippines.

Moreover, Sony Philippines announced its strong support for the Millennium School Project, a campaign that sought out the most innovative architecture-for-humanity designs globally, to benefit calamity-damaged school facilities in developing countries. In the Philippines, the first project site is the Nato Elementary School in Camarines Sur, which will be rehabilitated using an award-winning, state-of-the-art, and typhoon-resistant bamboo design.

Seeing how the new range of BRAVIA televisions performed during the event, we are excited and looking forward to having one of the models, if not all, as our special guest within the premises of HardwareZone Philippines. As for now, sit back, relax and stay tuned for a comprehensive review online and in the coming issues of HWM Philippines.

comments

OLED

miike | 31/05/2009, 13:38

Is that OLED TV already available in the Philippines?

OLED

skeptic sam | 02/06/2009, 21:43

Whether that OLED is available or not, to splash out on it does not worth it. Just go buy an LCD TV.

Agreed!

Netolyer | 03/06/2009, 06:56

Yup, just go for an LCD TV. At around PhP 32K for 32-inches, they are at pretty reasonable levels nowadays. As for IQ, unless you are running HD content 24/7, a 720p entry level panel will serve you fine for the next 5 years. :)

Sony

Too Expensive | 03/06/2009, 11:31

Sony has always been at the forefront of display technologies. However, their pricing since the Trinitron days have always been a cut above the rest as well. :(

pricing

chatter21 | 07/06/2009, 10:52

Pricing your product higher than the competition could make consumers think that your product is the best, even if in reality, it is not.

good

battery | 12/06/2009, 09:53

Whether that OLED is available or not, to splash out on it does not worth it. Just go buy an LCD TV.TOSHIBA Dynabook laptop battery

Bravia W550A (lower than 32 inch)

Mark Gan | 13/09/2009, 23:27

I would like to ask if there will be plans in producing another Bravia W550A (W Series) which is much smaller in size than the 32 inch?Since my room is small and it is not appropriate to buy that kind of tv because it is rather big.I would like to request for a 25inch Bravia W550A series.

< 32-inch

brennan | 14/09/2009, 09:20

Check for Sony's other series of LCD TVs. The minimum size for the W series is 32-inch. The S series has a 22-inch model (KLV-22S570A/S).

Nice

Adapter | 24/09/2009, 10:26

I like sony netbook, and Dell pa-16 AC Adapter

The 2009 Sony BRAVIA Launch: Redefining High Definition In Continuity

comments

OLED

OLED

Agreed!

Sony

pricing

good

Bravia W550A (lower than 32 inch)

< 32-inch

Nice

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