Sony Takes Aim at 3D TV Domination

Sony announced new HDTVs and a monolithic design at CES 2010.Sony Electronics unveiled its 2010 lineup of HDTVs, Blu-ray players, cameras and a new Internet appliance called the Dash on Wednesday at CES 2010 in Las Vegas.

Networked services and the shift to 3D will be at the forefront of the company's mission in the coming year, according to Sony chairman Howard Stringer. The crowd donned 3D glasses and was treated to a real-life Taylor Swift performance that was instantly streamed in 3D to giant projection screens in the background. Stringer said that 3D was "the next great consumer experience."

Stringer made no bones about Sony's intention to dominate the transition to 3D. "We intend to take the lead in 3D." Stringer said. "We are the only company fully immersed in every part of the 3D value chain." Indeed, Sony makes most of the cameras used to create 3D content and it has announced its intentions to launch a 3D network in the U.S. with the Discovery Channel as a partner. It will also be the primary sponsor of the upcoming ESPN 3D network.

All told, Sony announced more than 38 HDTV models ranging in screen sizes from 60- to 22-inches, but the star of the show has to be the LX900 series and its integrated 3D functionality. The LX900 series uses Sony's 3D active shutter glasses and built-in 3D transmitter. The HX900 and HX800-series require you buy the glasses and external 3D transmitter separately.

Other than 3D, the notable change in Sony's lineup is what it calls Monolithic Design. This primarily means removing bezels, buttons, and other decorative elements so viewers can focus on the picture. The company says using its Edge LED backlight also helps it deliver slim models. Monolithic models also come with a six-degree upward tilt option which the company says offers a more natural, comfortable viewing experience when used with a conventional, low HDTV stand. (Presumably, this can be altered when you mount it on a wall.)

In the end the central theme of the event was a familiar one: Sony wants to leverage its strength in content creation, distribution, and display to create synergies. As Stringer puts it: "When a united Sony brings content and technology together great things happen."

The other HDTV lines announced today include:

BRAVIA KDL-HX800 Series 3D Ready HDTV

Motionflow PRO 240Hz Technology for Smooth Motion

Ambient sensor

USB Wireless-LAN adapter for easy wireless network connection (sold separately)

BRAVIA Internet Video and BRAVIA Internet Widgets

BRAVIA Engine 3

USB and DLNA photo/music/video playback

Screen sizes including 55-inch class (54.6-inches measured diagonally) (KDL-55HX800), 46 (KDL-46HX800) and 40-inch (KDL-40HX800)

BRAVIA KDL-NX800 series

Full HD 1080p (1920 x 1080) Edge LED backlit LCD

Monolithic Design

Motionflow 240Hz Technology for Smooth Motion

Integrated Wi-Fi wireless network capabilities (802.11)

BRAVIA Internet Video and BRAVIA Internet Widgets

BRAVIA Engine 3

USB and DLNA photo/music/video playback

Available in March

Screen sizes include 60 (KDL-60NX800: $4,00), 52 (KDL-52NX800: $3,400) and 46-inch (KDL-46NX800: $2,800)

BRAVIA KDL-NX700 Series

Full HD 1080p (1920 x 1080) Edge LED backlit LCD

Monolithic Design

Motionflow 120Hz Technology for Smooth Motion

Integrated Wi-Fi wireless network capabilities (802.11N)

BRAVIA Internet Video and BRAVIA Internet Widgets

BRAVIA Engine 3

USB and DLNA photo/music/video playback

Available in March

Screen sizes include 46 (KDL-46NX700: $2,600) and 40-inch (KDL-40NX700: $2,100)