YESTERDAY'S launch of Sony's new range of Bravia televisions neatly summed up a marketing puzzle facing the consumer electronics and entertainment group: how to sell 2D TVs in a year in which all the hype is about 3D.
Sony Australia is hoping part of the answer is Bravia Internet Video, a content platform that will deliver 15 new internet protocol TV channels over a household broadband connection direct to the TV set. It will be available on 21 of 26 new Bravia models from next month and marketed under the slogan "TV on your terms". Models that play 3D will not be available until July.
Sony Australia chief Carl Rose said the launch was a "defining moment" for Sony, which will become the first TV manufacturer to launch IPTV content in
Australia. Local video-on-demand channels from Billabong, Yahoo7 and SBS will join global brands including video-sharing site YouTube, how-to channel eHow, and golfing brand Golflink on the Bravia Internet Video platform.
Several brands associated with global magazine publisher Conde Nast, including tech publisher Wired, fashion brand Style.com and food channel Epicurious, are also available as video channels.
In the same presentation, the company said the full 3D experience in the home (including 3D movies or games, a 3D player, a 3D TV set and the 3D glasses to see it) would not be available until July.
Sony consumer products executive Toby Barbour said there was not enough 3D content today to drive 3D TV sales.
"July is the right time for the 3D experience from the word go," he said yesterday.
Meanwhile, TV manufacturers are expected to turn to the FIFA World Cup in June to help drive sales in the first half of the year.
Sony's Bravia platform will enable viewers to watch highlights packages of games they may have missed on SBS's IPTV channel instead of on a computer.
Yahoo internet widgets, which allow information such as sharemarket prices, sports scores and weather, will also be available on several Bravia models.
Credit to TheAustralian.com.au
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