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Sony Electronics today introduced a new sub-brand for its
line of high-definition Sony LCD TV models
with an unveiling of a right field sign at Yankee Stadium
before the New York Yankees - Toronto Blue Jays game.
From this point forward, Sony high-definition flat-panel
LCD TVs in North America will carry the BRAVIA logo. The first
models to carry this new sub-brand will be five LCD TVs ranging
in screen sizes from 26- to 40-inches.
The 2005 sponsorship arrangement with the Yankees also includes
designating Sony as the official LCD Television of the team.
BRAVIA, short for "Best Resolution Audio Visual Integrated
Architecture," is affixed to Sony's latest LCD flat-panel
product line, including soon to be announced models.
The designation also highlights Sony's pedigree in overall
picture performance and quality.
"I'm confident that BRAVIA will become as important
and recognized as Sony's Trinitron brand," said Dick
Komiyama, president and chief operating officer for Sony Electronics.
"Consumers look to Sony for leadership in television
and BRAVIA signals a completely new tradition - it is the
culmination of 36 years of innovation and expertise in TV.
Teaming BRAVIA and the New York Yankees is a winning combination"
With the launch of the new sub-brand, Sony is commencing
a comprehensive advertising/promotion campaign that reinforces
Sony's HDTV leadership and advanced technology. Additionally,
Sony recently launched the www.sony.com/HDTV consumer education
web site that aims to demystify consumers' confusion surrounding
high-definition technology.
Sony LCD TVs can be found at SonyStyle stores across the
country, at www.sonystyle.com or authorized Sony dealers.
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