"We will have stock, a lot of stock" said Sony Corporate Affairs Manager Jenny Geddes. "There will be no shortages of LCD TV at Sony. This year you will see a big emphasis on our new LCD TV range as well as a new range of home theatre Hi Fi systems, " she added.

During the next few weeks Sony Australia plans to role out a more advanced lines of its Bravia LCD TVs using the company's approach to 100Hz refresh rate technology. All will come with 1080p "Full HD" resolution. Currently the company is testing a 1080p Sony Bravia 46" X series LCD TV running at 100Hz.. The big problem that Sony faces is that like all manufacturers launching new 100Hz LCD TV's they have to explain the technology to an audience of consumers and retailers.

Jason Leuzzi a Training Manager at Sony Australia said "We are not going to get involved in explaining the technicality

In recent months Sony has stepped up its emphasis on design and will show LCD TVs with new floating glass frame styles and large screen SXRD rear-projection sets with significantly reduced cabinet depths, including select SKUs that were said to be 40 percent narrower than last year's models.

Both categories also include models that expand on Sony's popular use of interchangeable bezels or speaker grilles that accent the sets with a choice of color options.

"Bravia is not just about a pretty picture," said Randy Waynick, Sony home products division marketing VP. "It's an art. Now you've got flat panels that hang on the wall. So, we've worked hard to make them fit in and complement the environment."

New models all feature Sony's Digital Media Extender (DMeX), technology that employs a digital connection for the Bravia Internet Video Link module. The module will enable users to view select Internet-delivered video content including some planned high-definition offerings from the likes of Sony Pictures Entertainment and Sony BMG Music.

The video link mounts on the back of the set to allow a direct connection to the Internet via an existing broadband Ethernet connection (3Mbps or higher) without the use of a personal computer.

Select Bravia LCD TV models feature 10-bit panels, Sony's "Motionflow" 100Hz high frame rate technology, and are capable of displaying the expanded color depth of forthcoming x.v.YCC — which Sony calls "x.v.Color" — encoded video content. The new LCD TVs are offered in several model series. Screen sizes in each include 52 inches, 46 inches and 40 inches.

Sony LCD TV models also include Sony's Bravia Theatre Sync feature for unified one-button home theater system control when using components equipped with HDMI-CEC standard interfaces.

Another feature found in both the new LCD and SXRD models is a "Theater Mode" that adjusts the TV picture settings to a preset that was established in consultation with motion picture professionals for optimal movie viewing, Sony said.

New Bravia models also add a new Photo TV HD mode that sets the picture parameters to produce the look of actual printed photographs.