Bravia ushers in new era for Sony

An acronym for Best Resolution Audio Visual Integrated Architecture, the Bravia is being touted as the latest instalment in Sony's long history of TV innovation, following in the footsteps of such landmark models as the Sony Trinitron, Kiraro Basso and Wega.

The TVC, running on terrestrial and cable, builds on this theme -- asking viewers if they remember the first time they watched TV, while featuring historical footage of events on previous Sony models. "(It) is an illustration of how, over the past 40 years, Sony has played a leading role in the development of television technology," said a Sony Singapore spokesperson. "At an emotional level, Sony was with you as you grew up, as that reliable 'touchstone' through your life."

The TVC ends with the statement 'Get ready to be mesmerised again', and is supported by print work in major newspapers communicating the same message.

Sony is aiming the Bravia squarely at a target audience already predisposed towards LCD or plasma TVs. "Hopefully, Bravia will prove to be a volume seller and enable Sony to capture a good portion of the LCD television category," explained Grey Singapore account director Denise Pui.

The new model comes with Sony facing pressure to improve its financial performance, after losing market share to consumer electronics rivals such as Samsung and Apple. New global chief executive Howard Stringer is expected to cut unprofitable businesses and focus more on selected lines. The Bravia is seen as a key component of this strategy, replacing the eight-year old Wega brand.

"For Sony, Bravia is the next step in the evolution of TV and we are confident that it will climb to the number one position in the LCD TV market in Asia-Pacific," said Hiroshi Kikuchi, general manager of display marketing group, Sony Electronics Asia-Pacific.