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Sony announces the BRAVIA X3500/X3000-Series (18/9/2007)

High Definition Redefined * HD1080 throughout range * Includes 70-inch model featuring super-wide colour gamut Triluminos LED backlight technology * Advanced picture technologies include x.v.Colour, Motionflow +100Hz and 10-bit panel * Integrated HDTV tuner

The Sony BRAVIA X3500/X3000-Series takes over from the X2000-Series as the flagship of the BRAVIA LCD TV range. The Series includes 40-inch, 46-inch, 52-inch and 70-inch models, all capable of HD1080 resolution (1920 x 1080p). With its perfectly judged combination of picture and sound enhancing technologies, it represents the next generation of HDTV.

"Since its inception, BRAVIA has led the field in LCD TV design" says Jonathan White, head of TV/HV, Sony UK Limited. "In this respect the X3500/X3000-Series is the quintessential BRAVIA line. It embodies technologies that give it astonishing natural colour and sound quality to match. It even has the intelligence to display digital photographs to their best advantage or shift parameters and do the same for movies. We believe that HDTV simply doesn't come any better than this."

The reason the X3500/X3000-Series stands apart from other HDTVs is the way it uses multiple technologies together to enhance every aspect of the viewing experience. For example, Sony Motionflow +100Hz doubles the standard 50Hz refresh rate to 100Hz by interpolating extra frames based on the original signal. This gives a naturalistic fluidity to movement that literally looks more real than standard TV images.

At the same time, 10-bit signal processing and a 10-bit LCD panel yield 1024 shades of gradation between colours compared to the 256 available from normal 8-bit panels. In other words 400 per cent more colours, meaning a huge step closer to the subtle tones of real life.

The 70-inch KDL-70X3500 pushes the boundaries of colour reproduction even further with its Sony-developed Triluminos LED backlighting system. By using arrays of red, green and blue LEDs to illuminate the screen rather than the conventional Cold Cathode Fluorescent Lamp (CCFL), the range of colours this model can display is boosted to unprecedented levels. This occurs because the purity of the backlight spectrum is greater than that of even the best CCFLs, which in turn broadens the colour gamut of the set, particularly in the red and green areas of the spectrum. The result is a lush colourscape that reflects the richness of nature with astonishing fidelity.

The other models in the range use specially created Wide Colour Gamut (WCG) CCFL incorporating luminescent phosphors originally developed for the legendary Sony Trinitron screen. This Sony innovation also enhances the backlight spectrum beyond the limits of normal CCFLs and again means much more lifelike and vibrant on-screen colour. The complex interaction between the signal processing and image enhancement carried out by the BRAVIA ENGINE Pro (featured in all models), the WCG-CCFL and the precision-matched colour filters in the screen itself is called LIVE COLOUR CREATION. It is a central part of what makes BRAVIA televisions so special.

Alongside colour gamut, the other determining factor in how good a screen looks is contrast - the difference, ultimately, between white and black. The greater it is, the more detailed, subtle and realistic the shading and gradation the screen is capable of. The 70-inch KDL-70X3500 with Triluminos LED backlight technology achieves an exceptionally high dynamic contrast ratio of 25,000:1. In the case of the WCG-CCFL-equipped models in the range, the dynamic contrast ratio is a huge 18,000:1

The X3500/X3000-Series uses all this to produce outstanding television pictures, but it can harness this power in other ways too. If you want to bring out the cinematic qualities in films, select Theatre Mode and the image setup is modified using settings established in close consultation with motion picture professionals.

Alternatively, when viewing digital photographs, you can use the PhotoTV HD option which applies a different set of fine-tuning to the image parameters. This time the effect is to bring out the detail and natural tones which make pictures come to life, and to use the massive display resolution of the HD screen to do full justice to every photograph.

In the quest to ensure that whatever you view on the BRAVIA X3500/X3000-Series looks as good as it possibly can the designers included the 24p True Cinema mode. Cine cameras actually film at 24 frames per second, but televisions operate at a higher frame rate, so conversion has traditionally been necessary. The result is a 4% discrepancy from the original - the film on TV actually runs 4% faster than the original, and the soundtrack rises by 4% in pitch. When the X3500/X3000-Series is connected to a film source such as a Blu-ray Disc(tm) player, the original 24 frames per second are played just as the camera first recorded them. You see - and hear - exactly what you should.

To ensure cinematic-style sound to match the quality of the picture the X3500/X3000-Series uses noise-free digital amplification and S-Force Front Surround technology to create an enveloping surround sound effect from the TV's own speakers. S-Force Front Surround digital audio signal processing was developed exclusively by Sony.

The Series also supports the extended xvYCC colour space for moving images set to replace standard RGB as the industry standard. Implemented under the brand name x.v.Colour, this feature gives X3500/X3000-Series televisions the ability to display content recorded on very new digital camcorders that use xvYCC. In the future, as xvYCC colour becomes widely used within the broadcast industry, the X3500/X3000-Series will be able to reproduce all the extra colours faithfully.

Perhaps the most fundamental piece of future-proofing is the inclusion of an integrated HDTV tuner alongside the Digital Terrestrial and Digital Cable tuner (subject to operator support). Wherever there is HDTV programming as well as DVB-T/C digital broadcasting, the X3500/X3000-Series will be able to access it.

Despite the wealth of features on offer, the X3500/X3000-Series remains extremely simple to use, not least because of BRAVIA Theatre Sync technology. BRAVIA Theatre Sync uses HDMI(tm) connections to send control information to the various elements that make up a Home Theatre system. With it you have one-touch control over the whole Home Theatre.

Instead of having to turn on the Blu-ray/DVD player, the audio amplifier and the TV, then select the appropriate TV and audio inputs and turn the TV sound down, all you need to do is press Play on the remote control of the Blu-ray/DVD player. Everything else is handled automatically, so you just sit back and enjoy the show. The process works in reverse when you are done - simply turn off the TV and the Blu-ray/DVD player and the amplifier automatically power down as well.

The X3500-Series features a premium brushed metal bezel integrating perfectly with the timeless floating design. Another benefit is its reflection suppressing characteristic, allowing the eye to focus entirely on the screen. The X3000 model (40-inch and 46-inch screen only) comes in black but there is also a range of optional colour bezels to suit every taste and dˇcor. These include Pale Gold, Light Beige, Deep Mauve, Mocha, and Scarlet Red.

www.sony-europe.com