Latest pricing for Sony's Bravia LCD TV

by Juniper Foo | 16 November 2005 10:52am SGT

(click here for a larger image)

Sony's message that it is raising its stakes in the LCD TV market couldn't be clearer. At a press event held last month in Tokyo and just today in Singapore, a panel of senior Sony executives not only underscored the company's intentions to focus on LCD technology as a key driver in its TV strategy, they also announced Sony's commitment with the setup of a factory in Inazawa, Aichi, which would enable the multinational giant to produce its own LCD glass.

Toward this end, a whole new line of LCD TVs branded under the name Bravia will be rolled out across Asia Pacific, including Japan, from October.


1: Introduction 2: Sony's market strategy for TVs		3: Key features from Bravia 4: At a glance: Nine new LCD TVs

Sony's market strategy for TVs


1: Introduction 2: Sony's market strategy for TVs		3: Key features from Bravia 4: At a glance: Nine new LCD TVs

Sony believes the demand for LCD TVs will grow rapidly over the next few years (click for larger image)

According to Mr Hiroshi Kikuchi, general manager of Display Marketing Group, Sony Electronics Asia Pacific, looking at the worldwide TV market, "in Japan and Europe, LCD TV is already the dominant device. In the US, rear projection and LCD TV have become very popular. Even within the Asia-Pacific region, the market shows very similar trends. LCD TV is already the most popular device in East Asia and Australia. While CRT TV is dominant in India and many Southeast Asian countries, LCD TV is growing rapidly".

Bravia, which stands for ''best resolution audio visual integrated architecture", will initially comprise the premium flagship V-series, midrange S-series and B-series for PC input, with screen sizes ranging from 15 to 40 inches. Sony revealed that it will be looking at larger display sizes of 46-50 inches sometime next year. The move to launch an entirely new series separate from the well-known WEGA name is also strategic, which is to distance the current LCD TV line from a brand that has strong connections to Sony's flat-screen CRT TVs.

Sony teams up with Samsung to produce LCD panels (click for larger image)

Previously the Japanese company would outsource its LCD panels from third parties. But earlier this year, the firm teamed up with Samsung, the world's biggest flat-panel TV maker, in a 200 billion yen (about US$1.82 billion) joint venture in South Korea to start producing LCD panels next year. This is in addition to its factory in Aichi. Making its own LCD glass will empower the company to exercise more quality control and be more cost-effective.

Mr Kikuchi explained that "as Sony increases LCD television production using these 7th-generation panels to meet the demands of the market, the economies of scale make LCD televisions value for money". This could essentially bring the cost--and hence the sticker price--of LCD TVs down in the near future, narrowing the price gap between plasmas and the former. Currently, a 32-inch LCD will set the consumer back S$3,799 (US$3,052.39), while a 42-inch plasma costs about S$5,999 (US$4,820.02).

The company was unable to comment on the investment and research dollars expended on Bravia, but said the product would be "refined every year", with plans for factories to be set up in Mexico, Malaysia, Barcelona and Shanghai.

The company's strategy for its TV segment (click for larger image)

The Japanese company will, meanwhile, continue with CRTs for the low-end market and Grand WEGA rear projection TVs aimed at the US market, but expects the worldwide trend to see demand for the former dropping by 2007.

Sony, the world's fourth-biggest TV maker, reportedly trails rival Sharp in market share for TVs in Japan. According to Mr Katsumi Ihara, executive deputy president and president Home Network Co, Sony Corp, the company's total electronics business is worth about US$50 billion, with the television business approximating 20 percent of that total.

Despite being late to the flat-panel market, the company aims to be number one in LCD TVs. Whether its Bravia series will help it attain that goal remains to be seen. Going by the specs alone, the innovative features appear to be incremental rather than revolutionary. However, these are early days yet, and only time will tell.

Pricing of the Bravia lineup will range from S$899 (US$722.32) to S$5,999 (US$4,820.02). Key features from Bravia


1: Introduction 2: Sony's market strategy for TVs		3: Key features from Bravia 4: At a glance: Nine new LCD TVs

Sony's 40-inch V-series LCD TV, the KLV-V40A10 (click for more info)

High definition display
With screen resolutions of up to 1,366 x 768 pixels, both the V- and S-series TV panels will be able to offer High-Definition image quality. Together with the integrated WEGA Engine, the new TVs also promise improved contrast, fast response and wide viewing angle, according to Sony.

Enhanced color reproduction
Sony claims its Wide Colour Gamut Cold Cathode Floursecent Lamp (WCG-CCFL), available in the top-end V-series panels, is a key feature that will enable the company to stand out from the competition. This enhanced feature is said to reproduce a wider color range, creating deeper and richer green and red gamuts in LCD TVs for improved picture realism.

Sony's 40-inch S-series LCD TV, the KLV-S40A10 (click for more info)

Improved surround sound quality
To complete the whole home theater experience, the V-series LCD displays will be equipped with Sony's S-Master full digital amplifier, while both the V- and S-series panels will feature SRS TruSurround audio capabilities. This will enable users to enjoy virtual surround sound using just the two onboard speakers.

Automatic light sensor
Also available in the V- and S-series LCD TVs is the advanced Light Sensor feature which automatically optimizes the picture intensity to the brightness of the surrounding environment.

Picture-and-Picture (PAP)
The V-series panels will come with two onboard tuners, so you can watch two TV shows side-by-side on the same screen. At a glance: Nine new LCD TVs


1: Introduction 2: Sony's market strategy for TVs		3: Key features from Bravia 4: At a glance: Nine new LCD TVs

Model Names	Availability	Basic features	Price
Sony KLV-B15G10 (see more info)	Now	15-inch LCD TV; 4:3 aspect ratio; 640 x 480 resolution; Picture-In-Picture (PIP); 3D Noise Reduction; 445 x 331 x 93mm; 4.3kg.	S$899 (US$722.32)
Sony KLV-B20G10 (see more info)	Now	20-inch LCD TV; 4:3 aspect ratio; 640 x 480 resolution; Picture-In-Picture (PIP); 3D Noise Reduction; 580 x 423 x 101mm; 7kg.	S$1,199 (US$963.36)
Sony KLV-S23A10 (see more info)	From Oct 2005	23-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; 178-degree viewing angle; 500cd/m2 brightness; 800:1 contrast ratio; 10ms response time; SRS TruSurround; Picture-In-Picture (PIP); 3D Noise Reduction; 566 x 411 x 89mm; 9.1kg.	TBC
Sony KLV-S26A10 (see more info)	Now	26-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; 178-degree viewing angle; 480cd/m2 brightness; 1000:1 contrast ratio; 8ms response time; SRS TruSurround; Picture-In-Picture (PIP); 3D Noise Reduction; 658 x 474 x 90mm; 12.8kg.	S$1,999 (US$1,606.14)
Sony KLV-S32A10 (see more info)	Now	32-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; 178-degree viewing angle; 480cd/m2 brightness; 1000:1 contrast ratio; 8ms response time; SRS TruSurround; Picture-In-Picture (PIP); 3D Noise Reduction; 792 x 564 x 99mm; 16.7kg.	S$2,699 (US$2,168.57)
Sony KLV-S40A10 (see more info)	Now	40-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; 178-degree viewing angle; 480cd/m2 brightness; 1000:1 contrast ratio; 8ms response time; SRS TruSurround; Picture-In-Picture (PIP); 3D Noise Reduction; 999 x 693 x 103mm; 26.5kg.	S$5,299 (US$4,257.59)
Sony KLV-V26A10 (see more info)	Now	26-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; WEGA Engine; 178-degree viewing angle; 500cd/m2 brightness; 1300:1 contrast ratio; 8ms response time; SRS TruSurround XT; HDMI input; USB; Two-tuner Picture-And-Picture (PIP); 3D Noise Reduction; 675 x 473 x 103mm; 13.6kg.	S$2,699 (US$2,168.57)
Sony KLV-V32A10 (see more info)	Now	32-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; WEGA Engine; 178-degree viewing angle; 500cd/m2 brightness; 1300:1 contrast ratio; 8ms response time; SRS TruSurround XT; HDMI input; USB; Two-tuner Picture-And-Picture (PIP); 3D Noise Reduction; 808 x 550 x 111mm; 18.9kg.	S$3,499 (US$2,811.35)
Sony KLV-V40A10 (see more info)	Now	40-inch LCD TV; 16:9 aspect ratio; 1,366 x 768 resolution; WEGA Engine; 178-degree viewing angle; 500cd/m2 brightness; 1300:1 contrast ratio; 8ms response time; SRS TruSurround XT; HDMI input; USB; Two-tuner Picture-And-Picture (PIP); 3D Noise Reduction; 1,015 x 684 x 122mm; 27.2kg.	S$5,999 (US$4,820.02)