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Sony took 2010 CES to introduce its new branding campaign and cover girl to North America, unveil a new design concept and roll out a handful of products, including 3D compatible Bravia LCD TVs.
The “make.believe” (pronounced make-dot-believe) campaign will tout a unified message across all of Sony’s businesses, including electronics, entertainment and network services. At the center of the campaign is a series of videos of people telling how Sony helped make their dream into reality. The new face of Sony, pop star Taylor Swift, kicked off the press conference, with a performance of her hit “Romeo and Juliet.”
“Are we not lucky?” asked Sony CEO and chairman Howard Stringer, about the partnership. “Maybe they’ll call us cool again.”
Sony’s hoping its new lines will do that.
The Bravia LCD lines include Sony’s first full HD 3D integrated TV, packaged with two active shutter glasses and a built-in transmitter. The TVs are Edge LED backlit and run up to 60 inches. Other 3D sets will sport the same features but will not be bundled with the glasses and transmitter, said Stan Glasgow, Sony’s president and COO.
The Bravia LCD family featuring the new “monolithic design” can be displayed at a six-degree upward slant for more natural viewing. The sets also have a nearly invisible bezel, concealed touch sensors, and glossy and matte finishes, according to the company. The flagship of the line is the NX800. The new sets will start shipping toward the summer.
Other introductions included:
- The BDP-S570 Blu-ray player with full HD 1080p and integrated Wi-Fi
- The BDV-E770W theater systems, featuring S-AIR wireless rear speaker and multi-room audio
- The dash, a personal Internet viewer with a 7-inch screen
- A full line of imaging products, from Cyber-shot and SLR cameras to 17 camcorders
- Sony will add the SD format to its media products
- The company signed on as the official sponsor of ESPN’s new 3D network. ESPN 3D will launch in June and will showcase at least 85 live sporting events in 3D.
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