Sony and Sharp’s LCD Linkup

The Japanese rivals are working together in liquid-crystal-display TV panels to cut costs and hedge against the risk of an economic slowdown

Consolidation it wasn’t. But on Feb. 26, when Sony (SNE) said it would pick up part of the $3.5 billion tab for Sharp’s (6753.T) planned TV-panel plant, it seemed that two of the world’s biggest TV makers were finally admitting there are limits to the industry’s frenzied expansion.

Of course, this being Japan, both consumer-electronics makers would argue that the “c” word doesn’t apply. Indeed, Sharp President Mikio Katayama and Sony President Ryoji Chubachi stressed that their agreement was over joint ownership of a plant in Osaka and joint production of TV panels and other components, not any type of merger.

The deal leaves Sharp with two-thirds of what will be the world’s most advanced liquid-crystal-display factory, while Sony will own the remaining one-third. They plan to produce both LCD panels and LCD modules that come with components such as a backlight and chips. Though their giant-screen TVs will share key technologies inside, Sharp’s Aquos and Sony’s Bravia will remain separate brands.

Tieup’s Big Benefit: Lower Costs
Why is Sharp sharing precious tech know-how with a rival? After all, Sharp, the world’s third-largest LCD TV maker, wants nothing more than to close the gap with the reigning champ, Korea’s Samsung Electronics, and runner-up Sony. Every TV exec knows that the best way to get ahead in the fiercely competitive business is to be the first to invest in more efficient LCD plants. Only a few manufacturers have the resources and the brain trusts to stay ahead in cutting-edge TV manufacturing technologies.

[CES 2008] Sony Bolsters Bravia Flat-Panel LCD Line with 17 New Models

LAS VEGAS (CES BOOTH # 14200) Slim Bezels and 3D Graphical User Interface Highlight New Features. Sony introduced 17 new BRAVIA® flat-panel LCD high-definition televisions at the International Consumer Electronics Show, bolstering the company’s industry-leading LCD HDTV line.

The new line features several models with slim bezels and thin depth, along with Sony’s new 3D graphic user interface. Many of the models also have the ability to access video and music from portable media devices like compatible Walkman® and iPod® players via Digital Media Port (DMP) accessories, which are sold separately. Additionally, certain models can display digital photos and play digital music from Digital Living Network Alliance (DLNA) compliant and USB devices.

“With features like BRAVIA Internet Video Link, Digital Media Port, DLNA compatibility and USB input, we are offering a host of entertainment solutions that allow access to Internet videos, digital photos and music from a variety of devices,” said Jeff Goldstein, vice president of marketing for Sony Electronics’ television group.

With Sony’s Digital Media Extender (DMeX ) technology seamlessly integrated throughout the line, new features from various add-on modules expand functionality over the lifetime of the sets.

The first of these is the currently available BRAVIA Internet Video Link module, which allows you to view select streaming Internet video, including high-definition content, on a BRAVIA HDTV. Future BRAVIA Internet Video Link content providers include CBS and FEARnet – which were announced today – along with existing providers like Yahoo!, AOL, Crackle, CondéNet, Sports Illustrated, blip.tv and Sony Pictures.

Z-Series

With an elegant slim bezel, the full HD 1080p 40-inch KDL-40Z4100 and 46-inch KDL-46Z4100 models (all measured diagonally) feature the new BRAVIA Engine™ 2, Motionflow 120Hz high frame rate technology, x.v.Color, WCG-CCFL backlight with ACE (Advanced Contrast Enhancer circuitry) and 10-bit processing with a 10-bit panel. Both models are also DMeX and DMP compatible, while offering the USB digital music and photo player.

Motionflow creates 60 unique frames between each of the existing 60 frames, doubling the frames displayed per second in real-time, further improving images for fast action sports and other programming. The technology dramatically eliminates motion artifacts (“judder”) while watching content filmed at 24 frames-per-second. While watching DVDs, broadcast movies or prime-time television shows, you can enjoy all the fast-moving detail.

Enhancing the BRAVIA picture further is x.v.Color compatibility. This technology expands the potential color data range of video by about 1.8 times, resulting in the display of more natural and vivid colors similar to what the human eye can actually see. This complements Sony’s HD camcorder models, which capture color range beyond what broadcasters currently deliver.

The new televisions also include Sony’s BRAVIA® Sync™ one-button command, which integrates the operation of the TV with supporting external components connected via an HDMI™ input. Through a simple click of the remote, you can easily view a Blu-ray Disc™ movie, listen to surround sound audio via an AV receiver, and control other components like a Sony Handycam® camcorder — all over a single HDMI cable (sold separately) connection.