Sony Kicks off IFA 2010 with Impressive 3D Extravaganza Featuring Sir Howard Stringer and Lang Lang

BERLIN, September 1, 2010

o Latest Entertainment Showcased in the '3D World Created by Sony'
o 'Qriocity(TM)' Network Service Platform Announced

"The 3D train is moving forward, speedily and steadily, like China's Harmony Express. And Sony clearly has the strongest engine in this 3D express." Sir Howard Stringer, CEO Sony Corporation, said enthusiastically at the press conference of Sony Europe at IFA 2010. As Sony is aggressively blazing the trail in every part of the 3D universe, its hour-long press conference was held entirely in 3D.

An enormous 280-inch LED 3D screen displayed an exciting and varied line-up of 3D entertainment. Movies, the highlights of the 2010 FIFA World Cup(TM), the thrilling finale of 2010 Masters Golf Tournament, stereoscopic 3D games and a recital by Sony Music Entertainment artist ,and Sony's brand ambassador, Lang Lang. His live performance on stage was also filmed and displayed in 3D.

Announcements/displayed at IFA 2010 include:

o VPL-VW90ES Home Projector to enjoy 3D cinema experience in Full HD
o STR-DA5600ES/3600ES receivers with 3D pass-through and Automatic Phase
o (prototype) VAIO demonstrates 3D in Full HD, 200Hz high frame rate
technology and LED backlight
o Blu-ray Disc bundle of "Michael Jackson's This Is It" with selected 3D
HD footage
o VUE cinema chain to install Sony 3D projection systems for 670 cinemas
in UK
o (prototype) Sony Internet TV The world's first HDTV powered by Google
o Handycam DCR-SX15E/SR15E with high-zoom light, compact and easy to use
Standard Definition camcorders
o Bloggie(TM) Touch MHS-TS20K 'All-in-one' web sharing with touch screen,
Full HD video, 360-degree panoramic videos and 12.8 megapixel stills
o S-Frame digital photo frames with HD video playback and stereo sound
o Reader PRS-650/350 with touch screen, 2GB memory for storing up to
1,200 books and 12 built-in dictionaries
o XNV-L77BT/L66BT in-car multimedia AV Centre with TomTom navigation

Announcing the launch of Qriocity(TM), Sony's new network service
platform that connects many of Sony's network-enabled devices, Fujio Nishida,
President Sony Europe said, "Via Qriocity(TM), Sony will deliver a variety of
digital entertainment content and services that are "powered by Qriocity",
including video, music, game applications, and e-books over time, and through
these services, and in combination with its networked devices, Sony aims to
bring new and exciting entertainment experiences to customers."

o 'Qriocity(TM)' announcement: Press release from Sony Corporation

Fujio Nishida also highlighted Sony's digital imaging products which are
stretching the bounds of innovation this year with a number of world's first
technologies, including Translucent Mirror Technology on the ultra-responsive
new DSLR a55 and a33; interchangeable lens system on HD camcorder Handycam
NEX-VG10E; Exmor R(TM) CMOS Sensor, 3D Sweep Panorama and Sweep Multi Angle
on the Cyber-shot WX5 and TX9.

The Sony booth at IFA 2010 will be open to the public from 10 a.m. to 6
p.m. CET daily from 3 to 8 September 2010.

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Source: Sony Corporation

Claire Millington Tel: +44-(0)7827-158-407

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