Sony's HDNA

by Team Sony 08/24/2007

With a little help from Peyton Manning and Dale Earnhardt Jr., we’ve just launched a fully integrated marketing campaign around what we are calling Sony’s “HDNA.”  It’s all about how high-definition capability and technology runs through Sony’s “genes” and is present in a host of our professional and consumer products. And while some might consider it a bit boastful, the concept rings true.  In my experience, there is no other company with as many cards in the high-definition deck. We are all over HD from every angle, which I think is pretty cool. Check out this video on Crackle, which puts the campaign in perspective.

A good place to start is our pro business in the broadcasting, cinema and production worlds. Check out a pro football game on CBS or any other major sports event for that matter, and chances are they are using Sony professional HD gear to shoot and broadcast the action. I remember being on hand with the press in 1998 at the CBS Sports studios in New York for the first HD broadcast of an NFL game between the Jets and Bills, which was quite a thrill at the time.

On prime time network television, 90 percent of shows shot digitally like The Office and Rescue Me are being produced with HD equipment manufactured by Sony. Then there are the late night shows, including Leno and Lettermen, as well as morning fare like The Today Show and Good Morning America.  

Sony has also teamed with
Panavision to develop a high-definition camera that is being used by filmmakers of the like of George Lucas and James Cameron, just to name a couple. Now there are movies of all sorts – be they from the major Hollywood studios to unknown filmmakers on a limited budget — being shot and produced with Sony cameras, editing decks, switchers, etc.
Sony HD technology is being used in other professional areas as well, such as video conferencing, medical electronics, educational institutions, various businesses and government agencies, along with the growing number of mega-churches reaching their vast flocks in high-def.
Now let’s take a look at how HD crosses virtually all of Sony’s consumer product categories. Obviously, it begins with the immensely popular
BRAVIA flat-panel LCD and rear production 3-LCD and SXRD micro-display television sets. By the way, if you have the room for them, I believe these SXRD sets offer the best HD picture money can buy now that direct-view CRT televisions are no longer in style. Going back again to 1998, I was on hand at a press briefing in New York when Sony became the first company in the U.S. to introduce a high-definition CRT television (part of our FD Trinitron WEGA line of HDTV’s at the time) with an attached digital tuner.
Sony HD consumer products go on to encompass Blu-ray Disc players; VAIO computers with internal BD drives, HD editing capability and high-def screens; Cyber-shot and Alpha digital cameras, including one with an HDMI output; three formats (tape, disc and hard drive) of Handycam camcorders with high-definition capability; internal Blu-ray computer drives; BD recording media in a variety of capacities; and, coming soon, our
BRAVIA Internet Video Link module that can stream HD content like movie trailers and music videos to BRAVIA televisions. 
Then, of course, there’s the high-definition
PS3 console with its Blu-ray capability built right into the unit, along with numerous videogames produced in HD. And, I’d be remiss not to mention hundreds of BD movie and music titles coming out from Sony Pictures and Sony BMG Music.
Clearly, HD is a cornerstone of this company’s DNA. And in this regard, to use another recent advertising slogan, Sony is “Like No Other.”


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  1. guest_user wrote: August 24, 2007 3:37pm

    I truly enjoy HD like anybody else who has experienced the beauty of the crisp
    picture and life-like imagenary. I have been enjoying True HD since I bought
    Sony Qualia LED TV – KDX-46Q005 and when PS3 finally came out in the US, it
    definitely added so much value to our Home Entertainment. Hi-Def stuff on that
    TV is a really stunning experience and lots of my friends cannot stop looking at
    the picture and its reality.
    I am sure we will see more LED and OLED TVs coming from Sony in the near
    future, so I am ready to be more amazed. So bring it on!

  2. guest_user wrote: August 24, 2007 7:25pm

    @Stan M…. Dude you’re a baller. Qualia is the high end of Sony I believe.

    HD is truly awesome. My husband and I have several Sony HD products: a
    PS3, TV KDL-52XBR3, and a DSC-T100/B. We love our products and love
    how they work together. Also, pretty awesome that “The Office” is produced
    with Sony HD equipment. I always marveled at the clarity of the show in HD.
    Keep it up Sony! HDNA…cool!

  3. guest_user wrote: August 27, 2007 12:02pm

    Speaking of QUALIA, while this ultra high-end sub-brand is no longer with us,
    some of the innovations that were first introduced with QUALIA products are,
    particularly SXRD technology — the ultimate in 1080p full high-definition
    resolution — in both front projectors and micro-display HDTV sets; and then
    there’s LED brightness technology in our BRAVIA LCD sets, which are among
    the best flat-panel TVs in the industry.

  4. guest_user wrote: August 27, 2007 12:04pm

    I really like Sony camcorders, ( I have a 3 chip TRV-900 DV format), but I
    would like to move up to high definition. Does sony have any plans to bring out
    a consumer/prosumer 3 chip high defintion camcorder for less than $2000 ?
    Idealy the camcorder should be as light as my TRV-900 and have an
    XLR audio version available.. I would hope that the next generation of Sony HD
    camcorders can improve on low light shooting capabilities, signal to noise ratio
    and color acuracy. Sony makes great reliable camcorders. Lewis

  5. guest_user wrote: August 28, 2007 3:06pm

    i have some ideas about electronics and dont know how to develop them.
    also i want to know how to repair dvd.

  6. guest_user wrote: August 28, 2007 4:14pm

    Hello Sunday,

    For DVD and other product repair issues, I would suggest that you click onto
    Sony Electronics Customer Service, which is listed in the Sony Links box at
    the lower right hand corner of this blog site or you can call 1-800-222-SONY.

    As for electronics ideas, you are welcome to share comments with the
    community on this blog site under posts where your thoughts apply. Product
    feedback is always welcome, but as a general rule of thumb we do not have
    a formal process for accepting unsolicited product development ideas.

  7. guest_user wrote: August 29, 2007 2:53am

    @Lewis Wilson

    Lewis, you should check out the new HVRHD1000U -

    I’m pretty sure that the US list price is below $2000

  8. guest_user wrote: August 29, 2007 5:00pm

    You’re right Aaron.


    The list price for the HVR HD1000U HDCAM in the U.S. is less than $1,900,
    with street prices that are typically even lower. And while it is marketed as
    one of our professional products, we are finding many avid consumer users
    are also attracted to this camcorder.

  9. guest_user wrote: August 30, 2007 11:27am

    Hello. I am going to be purchasing a complete Sony Entertainment solution for
    our home that will include an LCD TV, Sony Receiver, 5.1 Surround Sound
    Speakers. How do I connect my upstairs PC running Windows XP Internet to
    the downstairs LCD TV AND also be able to use a wireless keyboard and
    wireless mouse with the LCD TV so I can access all of my computer files from
    either location? Thank you. Jeff

  10. guest_user wrote: August 30, 2007 5:55pm

    Hi, this is Matt from the Knowledgebase team at Sony’s customer service
    center in Fort Myers.

    In response to Jeff’s question, there are couple of possible solutions to meet
    your needs. All of them will require purchasing additional equipment.

    Solution 1: It is possible to install cabling from the upstairs computer location to
    the downstairs home theater location to send the video and audio signals.
    There are also some wireless solutions available to transfer the video and
    audio signals. Here are some requirements for your computer:

    • Computer must support dual video output (Clone mode)
    • Computer should support 5.1 Surround Sound Audio (for best quality)

    In addition, you will need to purchase a splitter device to allow connection of
    two keyboards and two mice to your computer as well as wireless repeaters
    (IR or RF) to transmit the wireless signal downstairs.

    The quality of the audio and video signal as well as the reliability of the mouse
    and keyboard wireless connection can vary based on the type and quality of
    the equipment purchased and the construction methods used in your home.
    The cost of equipment to accomplish these connections can vary greatly.

    Solution 2: It is becoming fairly common to install a computer in home
    entertainment systems. Such a system offers easy connectivity to the TV and
    audio receiver and provides high quality video and audio outputs.

    Sony offers the Digital Living System computer (VGX-XL3) with the aesthetics
    desired in a home entertainment center, connections that offer the highest
    quality audio and video output and a wireless mouse and keyboard. This
    computer includes:

    • High Definition (ATSC) TV Tuner
    • Standard Definition (NTSC) TV tuner
    • Cable Card compatibility
    • HDMI output for connection to high definition televisions
    • Blu-ray Disc playback
    • 500Gb hard disk drive for recording TV programming
    • Microsoft Windows Vista Premium Operating System
    • Optional 200-disc CD/DVD Changer (VGP-XL1B3)

    In addition to providing a superior audio and video entertainment experience,
    this computer could be networked wirelessly to your existing home computer
    to share folders and files and provide access to your existing internet

    For more information on the Sony Digital Living System computer (VGX-XL3),
    please visit SonyStyle online at

  11. guest_user wrote: August 31, 2007 10:31am

    @ Jeff,

    Your best solution in your ideas of networking your TV with your computer
    would be Solution #2 as Matt pointed out. Unless you want to wait a little bit
    more when the market is ready here in the US for the TVs to be fully
    networked with our home electronics. Looks like Sony has been on DLNA side
    and hopefully we will see TVs next year that will have wireless capabilities
    and DLNA compliant. There are some TVs that Sony marketed only in Japan
    that already have networking capabilities. Wireless HD is coming soon too, so
    there are a number of options will be incorporated in Sony TVs, receivers.
    Anyways, getting a side TV-PC as they call it sometimes, like round VGX-TP1
    (still available at some SonyStyle stores) or any VGX- XL series will help you
    share your files with your downstairs PC, surf the net and what not! Other
    option you might want to look at is a Sony Roomlink – VGP-MR200 and see if it
    is something that might help you in accessing your media remotely and

  12. guest_user wrote: August 12, 2008 9:26pm

    Sony’s new VGP-D24WD1 24-inch LCD display is primarily targeted towards Vaio Type R desktop users.
    The LCD screen comes with 1920 x 1200 resolution, 400 cd/m2 brightness, 1000:1 contrast ratio, 6ms
    response time, 92% NTSC ratio, and 178/178 viewing angle.


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