BRAVIA, which stands for “Best Resolution Audio Visual Integrated Architecture,” is Sony’s newest solution in display technology and underpins its commitment to be a leading force in the era of high-definition, fully digital suite of entertainment products for today’s modern home.

“ With the increasing affluence of consumers and faster adoption of digital technology and high definition in this region, LCD televisions are growing in popularity and we are very positive about its growth potential,”  noted Hiroshi Kikuchi, General Manager for Display Marketing of  Sony Electronics Asia Pacific Pte Ltd which has its head office in Singapore.

“Within Asia-Pacific, we aim to achieve the number one position in the LCD television market. We will do this by offering consumers high-resolution picture quality, superior audio fidelity, easy user interface and designer looks through our new brand BRAVIA,” Kikuchi added.

Sony officials told reporters that the demand for LCD TVs, especially in Japan and Europe where this kind of TV is No. 1 – only shows that the worldwide market for TV is drastically changing.

“We expect demand for LCD TVs to soar in the coming years and we will continue to monitor market requirements for these products,” pointed out Katsumi Ihara, Sony Corp.’s President of the Home Network Company. It was learned that Sony in fact has entered into a joint venture with its  rival Samsung for the establishment of the S-LCD Corp.  in South Korea which is presently the world’s biggest plant dedicated to the manufacture of “amorphous TFT (thin film transistor) LCD panels for LCD TVs.”

Sony also has the Inazawa TEC manufacturing facility for its LCD TVs in Aichi Prefecture, Japan which ships 15,000 units of the LCD models  per day. In this sprawling plant, the new BRAVIA LCD TVs undergo  strict quality control, including rigid tests for reliability and under extreme temperatures before  being  distributed to consumers around the world. While already available in the US, Australia and other countries,  the BRAVIA brand will be launched in the Philippines in October.

THE BLACK BOX REDEFINED

The  BRAVIA LCD TV line consist of the affordable B-series , the mid-priced S series and the high-end V-series. All of BRAVIA’s high-performance models have panel sizes ranging from the compact 15-inch to a wide 40-inch to complement any room design and environment. Prices range from $800 to $5,000, with cost varying from one country to another.
 “Eventually, we will introduce the 46 inch and 50 inch models. In the future, the BRAVIA brand will not just be limited to LCD television, it will also be considered for a new generation of  digital devices,” ,” said Makoto Kogure, Senior Vice President and TV Group President of Sony Corp.’s Home Electronics Network Company.
 
Models in the full array of BRAVIA’s flat panel  LCD TVs are awash with features to take television viewing to a whole new level. They all utilize 7th generation glass panels with a size of 1870 mm by 2200, as opposed to the present sixth generation which only measures 1500mm by 1800 mm.

Technews had a chance to preview the Bravia line-up first-hand in Tokyo and here are the reasons why it’s the must-have TV for black box aficionados and the stylish set:

1 Megapixel HD Panel – The V-series and S-series deliver a sharper digital HD picture with 1366 x 768 dot pixels  which is equivalent to 1 megapixel resolution, or three times more pixels than those of Plasma TVs. Furthermore, use of the 7th generation LCD panel offers a higher contrast ratio of 1300:1 (as opposed to the 800/1000:1 ratio of conventional LCDs) , assuring one of more vivid picture images, virtually unlimited viewing angle and quick response time.

High-Definition Multimedia Interface (HDMI) – is the first industry-supported, uncompressed all-digital high resolution video and multi-channel audio interface that carries uncompressed audio and video signals between compatible digital high definition devices and displays on a single cable. With this in the V-series, you can connect your HDTV to your DVD player, digital set-top box, digital home theater system, or any compatible digital source.

PC Input – This allows you to connect your PC and display the PC screen on your TV. As such, you can surf the Net, view photos or simply work using your TV as well as adjust your computer screen accordingly.

Wide Colour Gamut (WCG) – CCFL – With Sony’s exclusive  WCG-CCFL (Cold Cathode Flourescent Lighting) backlight, the V series is able to produce richer red and green gamut. This generates approximately 30 per cent increase from the conventional CCFL backlights to provide viewing with greater reality.

WEGA Engine – This is an integrated digital high-picture quality video processing system which is compatible with various signal types, including traditional terrestrial signals and digital high-definition signals. The WEGA Engine found in the V-series offers better resolution, less noise for finer images, and higher contrast.

Picture-and-Picture – Through a two-tuner picture function, you can now watch two programs simultaneously on the same screen. This mode enables easy surfing og channels without having to miss a single second of both programs.

Picture Freeze – This feature found in all series freezes motion picture on the main screen and can display ongoing motion picture in the sub-window.

WEGA GATE – Available on both the V-series and the S-series, the simple onscreen guide provides direct access to TV channels, external inputs and the TV settings menu with the push of a button.

TruSurround XT by SRS  - delivers a powerful audio experience with enhanced bass and better dialogue quality through the sets’ high-quality speakers, on the V- and S-series.

S-Master Full Digital Amplifier – A Sony technology, this fully digital amplifier delivers high sound quality, is small in size and has high power efficiency. Unlike ordinary digital amplifiers, the S-Master processes all signals digitally, from input to output, consequently delivering pure and detailed clear sound.

Light Sensor – This sensor, found in the V- and S-series, automatically optimizes the brightness setting according to the ambient light in the surroundings. In a dazzling room, the screen will adjust itself by increasing the brightness. It will react in an opposite manner when in a dim room to make viewing of the screen less tiring for the human eyes.

Flexible Viewing Angle – The screen is able to swivel horizontally each side. With the exception of KLV-V40A10 and KLV-S40A10 (40” models), both the V-series and S-series can tilt backwards by eight degrees and forward by three degrees. This is extremely useful to avoid the reflection of light on the screen and to capture the full view of the display.