Sony unveils new LCD and projection TVs

Sony will be emphasizing picture quality improvements, stylish design, and expanded capabilities as it rolls out nine new Bravia LCD TVs and five Bravia SXRD rear-projection sets this summer. All 14 sets have 1080p resolution, along with features intended to enhance color and other picture attributes. Design elements such as floating glass frames and swappable colored bezels will be featured on several of the LCD displays. Slimmed-down cabinets distinguish the new rear-projection TVs, along with changeable speaker grilles one some models. All the new TVs offer broadband Internet connectivity for viewing Internet-based video content (including HD) without a PC.

Sony's Bravia LCD models and SXRD rear-projector sets have frequently been top performers in Consumer Reports' tests and Ratings. In upcoming reviews, we'll be looking at several key features--such as 10-bit panels, 10-bit video processing (including upconversion to 1080p), Motionflow (Sony's 120Hz refresh rate technology) and x.v.Color (Sony's term for the xvYCC expanded color gamut)--to see how well these new sets compare to prior, well-regarded models. The Motionflow technology, which is adjustable to match different types of content, helps to address one of LCD's traditional weaknesses, slower refresh rates, which can cause images to blur during fast-action scenes. The new xvYCC color standard, which nearly doubles the range of available colors, will enable TVs to display more vivid, natural colors when used with similarly enabled programming, which isn't yet available.

All the new TVs use Sony's Xross Media Bar graphical menu system, an easy-to-use interface for maneuvering through the TV's menu systems. Additionally, the new sets have two features designed to simplify the movie-watching experience: Bravia Theatre Sync, which uses the HDMI CEC protocol to allow other components connected via an HDMI input to be controlled by the TV's remote, and Theater Mode, which automatically adjusts the TV's settings for optimum movie playback. The TVs also have a separate preset mode for viewing photos.

So what's the cost?
Sony's W3000 Series LCD sets feature brushed-metal frame bezels. A 46-inch set will be priced at $3,500, and a 40-inch model is $2,700; both are due out in July. A third set, a 52-inch model priced at $4,300, will be available in August.

Three new XBR4 LCD models, also in 40-, 46- and 52-inch screen sizes ($3,000, $3,800 and $4,800, respectively), sport Sony's floating glass frame design (see image above, click for a larger view), with a removable black bezel that can be swapped out for one of eight other optional colors. XBR5 models with the same screen sizes ($3,300, $4,100, and $5,100) are similarly featured, but have a floating glass frame that's surrounded by a non-swappable piano-black bezel.

Sony's new Bravia SXRD rear-projection microdisplay sets, ranging in size from 50 to 70 inches, have slimmed-down cabinets. The A3000-series models (a 50-inch set for $3,000, a 55-inch model for $3,300, and a $3,500 60-incher) are about 20 percent thinner than last year's models, Sony said. Shedding 40 percent of their bulk are two new XBR5 models: a $5,000 60-inch set and a $6,000 70-inch model. The A3000 series TVs (seen on the left, click for a larger image) have interchangeable speaker grilles, which can be swapped out for one of four optional ($50 each) colors. The XBR5 sets have side-mounted inputs so they can be mounted flush against a wall.

During the event, Sony showed off its new $499 BDP-S300 Blu-ray player, which was announced a few days ago. The company also said it's offering a free firmware update for its $799 BDP-S1 Blu-ray player, which will enable it to decode Dolby Digital Plus & Dolby True HD audio codecs. The update will be available at www.sony.com/blurayupdate beginning next week.

-- James K. Willcox