• Introduces 15 LED TV models powered by revolutionary picture engine X-Reality
• All models, from 22 (56 cms) to 65 (165 cms), are internet enabled
• 9 models with Full HD 3D capability
• Plans to expand channel network to 6,000 outlets, up from 5,000 outlets last year
• Allocates Rs 150 crore marketing budget

August 24, 2011, New Delhi: Sony India today unveiled its cutting-edge LED TV line-up powered by X-Reality: A unique picture engine which gives Sony TVs the best picture quality. All 15 LED TV models are internet enabled, allowing customer to watch, communicate and search the internet. Not only this, 9 LED TV models are Full HD 3D TVs providing an unparalleled 3D viewing experience. With such a strong product line-up, Sony plans to maintain its market leadership with 30% share in the flat panel display segment. In order to support its ambitious business plan, Sony has lined up Rs.150 crore marketing investment towards a multi-media brand campaign. Sony also aims to undertake aggressive channel expansion by opening 1,000 new outlets in FY11.

Mr. Masaru Tamagawa, Managing Director, Sony India, said, “The new Sony LED TV with its unique X-Reality picture engine will redefine television viewing once again by providing the best picture quality to the customers. Not only this, BRAVIA provides complete entertainment – from instant access to online video content to the immersiveness of 3D, thus, being an integrated entertainment hub for unparalleled convenience and versatility. He added saying, ‘BRAVIA is our flagship category contributing 35% to total sales. This financial year, we plan to maintain 30% market share backed by strong product line-up, aggressive marketing strategy and robust expansion plans.”

Demand for LED TVs is on an upswing with 15% contribution to total flat panel sales till April 2011 (As per latest GFK reports) and Sony is fuelling this growth by providing the best quality LED TVs in the Indian market. Boasting of the widest line-up of LED TVs, the exclusivity of Sony LED TV is the phenomenal X-Reality picture engine. So no matter the source, high definition or standard, X-Reality analyses each scene pixel-by-pixel and uses sophisticated pattern matching the picture, which ensures that the customers always gets the best picture quality possible. X-Reality enhances the contrast, gives superfine details and reproduces vivid images to display true-to-life colours.

Delivering the entertainment you want, when you want, the 2011 BRAVIA line-up delivers instant access to online entertainment. Providing internet feature right from 22(56 cms) to 65(165 cms) screen size, customer can Watch, Communicate & Search the internet right in the comfort of their home. Not only this, Sony also has some exclusive internet content such as Sony Entertainment Television video clips, Music Search enabling customers to search artist, album and song information while listening to music tracks and upcoming applications such as Friday Moviez. This line-up also marks the re-birth of 3D HD TVs that delivers outstanding performance in terms of better than ever 3D picture quality.

Sony has made an investment of Rs.150 crore towards 360 degree multi-media campaign “The Rebirth. LED TV”. This will include ATL & BTL activities such as television and print commercial, online, PR, outdoor and shop-front. Not only this, Sony plans to enhance its existing distribution network to 6,000 in FY11, up from 5,000 outlets last year.

Business facts summary:

• In FY10, Sony sold 8 lakh BRAVIA TVs, which is expected to go up to 12 lakh units by end of FY11. Sony looks forward to maintain its market share to 30%.
• The Flat Panel Display (FPD) market in India stood at 27 lakh units in FY10 and is expected to increase to 40 lakh units by FY11.
• Sony India plans Rs. 150 crore marketing investment towards ATL & BTL activities
• Expansion of channel network to 6,000 outlets by FY11, up from 5,000 outlets in FY10.

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