EXCLUSIVE: In a desperate attempt to claw back declining market share Sony Australia is set to launch an all new LED Bravia LED TV in October with a new Bravia Engine Pro (BE3) and new black frame insertion technology.
The new TV according to Australian sources will allow users to access the new Sony content network currently providing content to Playstation 3 and PSP users. It includes new Internet content technology for the delivery of Internet radio as well as movie video’s and YouTube content.
In Australia Sony’s share of the flat panel TV has been in decline because of pricing issues and aggressive marketing by Samsung, LG and Panasonic. According to the latest GFK Data for week 27 Samsung had over 42% of the LCD TV market with Sony falling to sub 15%.
The new models will be launched at CEDIA in Atlanta and IFA (Berlin) in September will include a 40, 46 and 55″ model. Sony Australia is believed to have rejected a 65″ model.
A key technical feature is the use of white LED instead of RGB LEDs. Sony claims that this delivers superior LED technology than technology found in the new range of Samsung LED TV’s.
All of the models will include the new Bravia Engine Pro (BE3) engine, with the high end models incorporating new black frame insertion technology.
Sony documents supplied to Sony Australia claim that black frame insertion technology works on the basic principle that “the human eye needs to be “reset” regularly” and that the human eye does not forget a picture right away because it stays on the cornea for a short period of time”
By inserting very short black frames between the original frames, Sony believes that they can constantly reset the eye, so you perceive the image on the TV as smoother and without motion trailing.
A senior Samsung engineer in Korea said “I would like to see this”. It sounds like artificial stimulation. While Sony is simulating an effect Samsung is delivering LED TV’s that actually do deliver smoother motion and a better viewing experience. We don’t need to simulate anything”.
The new DLNA compliant TV’s will run at 200Hz Vs new 600Hz plasma models from Samsung, LG and Panasonic.
It is also tipped that Sony Australia who have a reputation for price gouging is set to slash the pricing of the new range when compared to current Sony Bravia LCD TV’s currently being sold in Australia.
Sony Australia has refused to comment on when the new models will be launched.