Sony kicks off IFA 2010 with 3D extravaganza featuring Sir Howard Stringer and Lang Lang. The company announced many new products under the '3D world created by Sony' moto as well as the 'Qriocity' network service platform. "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 a varied line-up of 3D entertainment. Movies, the highlights of the 2010 FIFA World Cup, the 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:

- VPL-VW90ES Home Projector to enjoy 3D cinema experience in Full HD 1080p
- STR-DA5600ES/3600ES receivers with 3D pass-through and Automatic Phase Matching
- (prototype) VAIO demonstrates 3D in Full HD, 200Hz high frame rate technology and LED backlight
- Blu-ray Disc bundle offers including "Michael Jackson's This Is It ? 3D Enhanced Edition" from Sony Pictures Entertainment and this year's blockbuster 3D movie "Alice in Wonderland 3D" from The Walt Disney Studios. (Actual titles to be offered may differ in each country, and the details of bundle promotion is going to be announced in due course.)
- VUE cinema chain to install Sony 3D projection systems for 670 cinemas in UK
- (prototype) Sony Internet TV The world's first HDTV powered by Google TV.
- Handycam DCR-SX15E/SR15E with high-zoom light, compact and easy to use Standard Definition camcorders
- Bloggie Touch MHS-TS20K "All-in-one" web sharing with touch screen, Full HD video, 360-degree panoramic videos and 12.8 megapixel stills images
- S-Frame digital photo frames with HD video playback and stereo sound
- Reader PRS-650/350 with touch screen, 2GB memory for storing up to 1,200 books and 12 built-in dictionaries
- XNV-L77BT/L66BT in-car multimedia AV Centre with TomTom navigation
- The firmware update bringing 3D Blu-ray playback to the PlayStation 3 will arrive in October.

Qriocity

In November 2009, Sony said that it was developing a network service platform called Sony Online Services (SOLS), which is now called Qriocity. Qriocity is a network service platform that connects many of Sony's network-enabled devices and allows consumers to enjoy high quality entertainment across multiple devices. Via Qriocity, 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 entertainment experiences to customers.



Today at the IFA 2010 show in Berlin, Sony announced that "Video On Demand powered by Qriocity", a premium streaming video service, will be available this fall in five European countries including France, Germany, Italy, Spain and the U.K. With "Video On Demand powered by Qriocity," users can choose from hundreds of box office hits from 20th Century Fox Home Entertainment, Lionsgate, Metro-Goldwyn-Mayer Studios Inc. (MGM), NBC Universal International Television Distribution, Paramount Pictures, Sony Pictures Home Entertainment, The Walt Disney Company, and Warner Bros. Digital Distribution, as well as popular content from top local studios. Many movies are available in High Definition (HD) as well as Standard Definition (SD), and all can be rented at the touch of a button on Sony?s 2010 models of network-enabled BRAVIA TVs and Blu-ray Disc players, and Blu-ray Home Theater systems. "Video On Demand powered by Qriocity" has been available in the U.S. since April 2010.

Sony also announced plans to introduce "Music Unlimited powered by Qriocity", a new, cloud-based, digital music service. Available by year's end, "Music Unlimited powered by Qriocity" will give music lovers access to songs stored and synchronized through the cloud. "Music Unlimited powered by Qriocity" will initially be available across Sony's 2010 models of network-enabled BRAVIA TVs, Blu-ray Disc players, Blu-ray Home Theater systems , as well as PlayStation 3 computer entertainment systems and VAIOs and other personal computers, and will become increasingly available on a range of Sony's portable devices.

"Music Unlimited powered by Qriocity" brings together the features cited as most important by music enthusiasts. With access to a huge library of songs through the cloud, users can discover new music through channels personalized to their tastes on multiple devices and without the requirement to manage digital music files.

VPL-VW90ES Home Projector

Sony Professional today announced its first 3D home projector, the VPL-VW90ES, which gives movie fans the opportunity to enjoy a 3D cinematic experience in the comfort of their own home.

The VW90ES is equipped with Sony's Advanced Iris 3 technology. This enables a dynamic contrast ratio of 150,000:1.

With the ability to project 3D in Full HD 1080p, the VPL-VW90ES features an upgraded SXRD 240Hz Panel which minimizes image distortion or "crosstalk." The projector is also capable of taking 2D video and simulating 3D images.



Key to the VPL-VW90ES is customisation. The projector is simple to setup and suited to meet a wide range of installation configurations. Users can personalise the projector depending on the content they are showing and the size of the room they are in, whether it be a small living room or large home theatre. The projector is quiet too, thanks to its low fan noise of just 22db0.

The projector will be available across Europe in November 2010.

STR-DA5600ES/3600ES receivers

ES products from Sony have an enviable reputation for superb audio quality and the new high-end receivers. The new STR-DA5600ES and STR-DA3600ES are built on that reputation with new technology for even better home cinema sound, plus new features such as 3D pass-through, DLNA connectivity for networked audio and video and internet radio.

In addition, Sony is launching a new network-capable, 3D-ready receiver styled to match its Blu-ray players: the STR-DN2010 combines advanced home cinema technology with a sleek, room-friendly design. All three models feature:

- 3D pass-through on HDMI, even when the receiver is on standby, and Audio Return Channel
- Digital Cinema Auto Calibration for the best possible sound
- DLNA network audio/video capability, with a built-in four-way Ethernet hub
- 1080p video upscaling
- On-screen GUI for simple, intuitive operation



STR-DA5600ES

The 120W per channel STR-DA5600ES features six HDMI inputs, one on the front panel for quick hook-ups, along with two outputs. The STR-DA5600ES features 3D pass-through, even when the receiver is turned off and Audio Return Channel to carry sound back from the TV to the receiver. HDMI 3D pass-through and ARC are available on the receiver?s HDMI A output.

To make the most of its sound quality, the receiver also has the Sony-developed H.A.T.S. system, which tackles digital jitter, for smooth, detailed audio when used with the SCD-XA5400ES.

The latest Sony auto-calibration technology, DCAC-EX, is used, now providing Speaker Relocation to compensate for less-than-ideal room layouts and Automatic Phase Matching for even better speaker integration. HD-D.C.S. processing now supports the use of front height speakers.

The STR-DA5600ES will not only operate as a DLNA client for music, video and photos streamed over a home network, but it also receives internet radio and can even stream analogue sources to other DLNA-compliant devices. And with a four-port Ethernet hub built-in, it makes connecting all content to a complete system simple.

1080P video upscaling is provided to make the most of standard-definition sources, and as befits a receiver built for the true AV enthusiast and audiophile, the STR-DA5600ES supports all the latest high-definition surround audio codecs along with Dolby Pro Logic IIz. It will even give 1080i upscaling to a second zone.

STR-DA3600ES

With four HDMI inputs and one output, complete with 3D pass-through, power-off pass-through and Audio Return Channel, the STR-DA3600ES delivers 100W per channel. It has full DLNA client capability, along with a built-in four-port Ethernet hub for easy connectivity.

Sony DCAC speaker calibration is provided, with Automatic Phase Matching and HD-D.C.S. processing. There?s 1080P video upscaling along with on-screen set-up and adjustment. The ability to provide video and audio to a second zone, plus audio to a third, completes the specification.

STR-DN2010

The STR-DN2010 is a this 100W per channel receiver with four HDMI inputs and one output, complete with 3D pass-through, pass-through when the power is off and Audio Return Channel. In addition, the receiver has DLNA client capability for audio and video, internet radio and a built-in four-port Ethernet hub.

DCAC automatic set-up ensures quick audio tuning. There?s 1080P video upscaling, on-screen control interface and compatibility with all the latest HD audio formats including Dolby Pro Logic IIz, and it?s even possible to use wireless rear speakers with an add-on S-AIR kit.

All three home cinema receivers will be available in October 2010.

New-generation Bloggie Touch web sharing solution

It?s easy to grab Full HD video clips and still photos with new Bloggie Touch by Sony. The all-new HD snap camera boasts new looks with its slim, rounded body and finely brushed aluminium finish.

Available in a choice of pink, silver and black finishes, the Bloggie Touch features a 7.6cm (3") LCD touchscreen. A new user interface simplifies intuitive 'touch and flick' enjoyment of your clips and pictures.



Operation is equally straightforward. Just point and shoot to catch the moment: you can even grab still images while video recording continues uninterrupted.

The sensitive Exmor CMOS Sensor captures Full HD videos and still photos. Picture quality is enhanced further by the high quality lens with F2.8 maximum aperture.

Bloggie Touch features an autofocus lens with wide angle function. There?s also a new auto macro mode to focus sharply on objects as close as 10cm away.

Bloggie Touch also records 360-degree panoramic videos and photos to capture everything that?s happening around you ? just clip on the supplied lens adaptor. 360 Videos are now twice the resolution of previous-generation Bloggie, and low-light video quality is also improved thanks to the Exmor CMOS sensor. In addition to fun 360 Video, Bloggie Touch features "free-style shooting" which allows you to capture movie both in landscape and portrait.

Despite its slim, compact size, Bloggie Touch allows nearly 4 hours HD movie shooting time (1280 x 720/30p mode) on its 8GB internal memory. (Continuous maximum shooting time: approx. 29 mins).

After shooting, Bloggie Touch connects instantly to any PC via its flip-out USB arm that also charges the camera?s battery. There are no fiddly cables or software CDs to worry about: hook up Bloggie Touch and built-in sharing software launches automatically.

Just drag and drop to upload your favourite moments without fuss to social networks and popular sites like YouTube, Facebook and Flickr.

The new Bloggie Touch MHS-TS20K mobile HD snap camera by Sony is available from the beginning of November 2010.

New In-Car Multimedia AV Centre with TomTom navigation in Europe

Sony and TomTom combine to create AV Navigation in-car products: the XNV-L77BT/ 770BT and XNV-L66BT/ 660BT

Sony?s brand new range of in-car multimedia AV centre is the XNV-L77BT, 770BT, L66BT and 660BT. "Infotainment", real-time information + multi-media entertainment, is increasingly becoming part of our daily lives, and these new products meet this demand from commuters and travellers on the road.

Each system consists of Sony?s AV head unit and TomTom?s navigation module with its cutting edge navigation services. The XNV-L77BT (7" widescreen) and XNV-L66BT (6.1" widescreen) take full advantage of TomTom Live services including HD Traffic, Local Search with Google and Safety Alerts.



HD Traffic gives drivers accurate and up-to-date traffic information, live on the in-dash head unit. Safety Alerts give advanced warnings of where the safety cameras (fixed and mobile) and dangerous areas are.

All AV Navigation models come with the most comprehensive maps from TomTom. Map coverage is far-reaching across 45 European countries. Route calculation by TomTom is much more complex than simply using maximum speed limits. The unique IQ Routes technology with their extensive historical database of ?real? travel times calculates the fastest route taking into account the time and day you?re travelling. This includes rush hours, weekends and even slow traffic lights.

Keeping the most up-to-date maps in your dash is essential. Thanks to MapShare from TomTom and its enormous navigation community, you can correct your maps and benefit from changes made by other drivers via your computer and the free software TomTom HOME.

The new in-car AV centre Xplod range is built on the same product platform as the XAV-70BT in-car multimedia centre. The new devices feature all the great AV innovations of this award winning product. They are double-DIN and boast bright WVGA screens displaying high resolution of 800x480 pixels.

Attention to detail, such as completely separating the Audio and Video signal paths, ensures high quality of AV reproduction. With Centre Speaker Organiser, listeners can enjoy a soundstage as it recreates 5.1 channel surround sound by placing an additional ?virtual? speaker right in the middle of the dash board. The AV centres also use Intelligent Time Alignment, which considers the driver?s position and allows adjustments to the timing of the sound from the different channels for an optimum listening experience.

The touch screen, simple display layout and useful onscreen functions or buttons give a very intuitive user experience. Cutting edge patented technology from Sony such as ZAPPIN and SensMe make your music selection easy and fun, helping you find the tune that?s just right for whatever driving mood you may be in. Genuinely multimedia, the range has excellent connectivity across a wide range of digital music players including WALKMAN, iPod, iPhone and USB memory drives. In addition, it features integrated Bluetooth for mobile phone wireless music stream and hands-free phone calls.

The new line-up of Xplod in-car AV centre with navigation will be available from November 2010.

Handycam DCR-SX15E and DCR-SR15E

Handycam video quality is made accessible with two new Standard Definition camcorders from Sony.

The Handycam DCR-SX15E shoots clear video and stereo sound onto removable flash memory. Just slip in a Memory Stick or SD card and capture the moment for easy transfer to your PC after shooting.

If you?re looking for extra-long record times, Handycam DCR-SR15E stores up to 61 hours of Standard Definition video on its 80GB built-in hard disk drive.



Whether you choose flash memory or HDD, both models are packed with smart features.

The models feature 50x optical zoom lens, SteadyShot image stabilisation and Face Detection.

Menus and settings are adjusted via a thumb-operated joystick next to the flip-out 6.7cm (2.7") LCD. A button switches on the built-in video light to illuminate indoor get-togethers, parties or night-time scenes. For extra convenience there?s also an Auto mode that switches the video light on when natural light levels are low.

After shooting, Direct Copy enables PC-free transfers of video footage direct to an external hard disk drive.

The compact new Handycam DCR-SX15E and DCR-SR15E Standard Definition camcorders from Sony are available from the beginning of October 2010.



Personal Space Comes to Europe

Sony has launched a new online service that provides quick sharing of digital photos and videos with friends and family.

Now rolling out across Europe, Personal Space is a free service that streamlines the tricky process of sharing photos and videos via the Internet. With a few clicks it?s easy to share all those memories captured with your Cyber-shot camera, Handycam camcorder, α DSLR or Bloggie mobile HD snap camera.

Instead of sending slow file attachments, Personal Space users simply email a web link to anyone in their customized Sharing Group. With only one click, friends and family can view shared photos and videos in their browser or from their mobile device.

The service has already launched in the UK, with France and Germany scheduled to follow in October 2010. Personal Space is also available in the United States, Canada, and Japan.