The new player (BDP-S300) which was first hinted at the launch of Sony's higher-end Blu-ray player, will be sold at an RRP of $1099 and will be in stores in mid-September.

According to Sony Managing Director Carl Rose, "2007 is the tipping point of high definition as mainstream, rather than just the realm of the technophile."

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He said that the new Blu-ray player is part of Sony's goal in bringing Blu-ray to the mass-market, though whether the $1000 price tag is going to attract the mass market is yet to be seen.

Sony's partner companies, Sony Computer Entertainment and Sony Pictures Australia will also be following through on educating consumers about Blu-ray in order to bring it into the mainstream.

Sony Pictures which will be now be amping up its Blu-ray disc offerings up to over 200 by December, will also provide leaflets about Blu-ray in the disc packaging.

Similarly, with the recent launch of the PS3 "Starter Pack" which adds an extra controller and two games to the PS3 console at $1000 price-point, Sony Computer Entertainment Managing Director Michael Ephraim is pushing the console as the "digital hub of the home", as opposed to just a games console. 

"The PS3 is attracting a much broader consumer base than just technology-loving gamers, the PS3 is attracting family units, as well as single female and male gamers," Ephraim said.

See: www.sony.com.au