“Dazzling” 2016 Sony Expo — Sony Launches Multiple Large-Sized and Curved Screen 4K HDR TVs

2016What kind of the most impactful visual experience will we enjoy this year?

3Month29Day, carrying the love and expectations of countless users, the SonyExpoExpo arrived as scheduled, dazzlingly presentingthe Sony Group’sfull lineup of cutting-edge products and rich content resources, while once again showcasing to users the uniquelySony spirit that fuses sensory and emotional experiences.

Among them, Sony TV also introduced its major new products—the4K HDRseries of TVs—to everyone. This marked the first collective appearance of the2series since its domestic debut last4K HDRmonth. At this event, Sony TV further announced the launch of multiple large-sized and curved screen4K HDRTVs, including ultra-large screens with top-tier picture quality such as the75 X9400Dand the85X8500D, as well as the newly configuredS8500Dcurved screen series. This further expands the powerful4K HDRTV product line, not only meeting the needs of more users but also demonstrating Sony TV’s confidence in the high-end TV market.

Marking 10 Years in China, Cutting-Edge Tech Drives Industry Ecosystem20The heartfelt slogan “Heartfelt Moments, Sony is With You” brought a warm feeling.

This year marks Sony’s201610th anniversary in the Chinese market. Sony TV has also reached another important milestone in the evolution of TV picture quality—the20.4K HDRIn fact, since

2015, when it accelerated the layout and promotion of the2014industry chain, Sony has been striving to advance and refine the4K ecosystem, continuously setting new heights in LCD picture quality display technology, and aiming to deliver the most mature and premium picture quality technology along with a complete home entertainment experience. Thanks to the mature application of the imaging ecosystem, Sony has also chosen this year to bring the4KTV into the public eye, and is leveraging its exclusive strengths and resources to promote and perfect the4K HDRTelevision was introduced to the public eye, and leveraging its unique advantages and resources, it has been dedicated to promoting and refining4K HDRindustrial ecosystem chain.

Taking the flagship new product4K HDRTVX9300Dseries as an example, this newly launched product at the2016CESexhibition has already hit the market in China first. It features Sony’s newly developed Dynamic Contrast Enhancer-Elite, delivering brightness exceeding1000nits, while the new dynamic backlight control provides better local dimming performance. Coupled with the Precision Color Mapping4Kprocessing chipX1driven X-tended Dynamic RangePROtechnology,4KX-Reality Pro image processing enginePROand Triluminos Display technology, the picture quality has been elevated to a whole new level (sharper images, richer colors, and higher dynamic contrast).

While promoting the4K HDRTV, Sony is also actively advancing theHDRdevelopment and application. The Oscar-winning film for Best Visual Effects, *Ex Machina*, was shot using cameras capable of recordingHDRhigh dynamic range,4K,8Kcameras,F65,F55; theBTV2016Spring Festival Gala also marked the first time Sony provided technical support for high dynamic range and wide color gamut standards in recording,HDRvideo capture, and transmission, making it the first time in China thatHDRtechnology was applied in live production.

       Judging by the market enthusiasm,4K HDRwill be the mainstream technological trend in the global TV market for2016, and with its end-to-end industrial chain advantages—from shooting, editing, to transmission and final display—Sony TVs will offer a complete4K HDRecosystem amidst a chaotic market landscape.

Experience the4K HDRcharm with global China market synchronization

President and CEO of Sony GroupCEOKazuo Hirai once stated:The Chinese market is the most important market for Sony.2015In this fiscal year, Sony’s TV business will become profitable again. As one of the key TV markets, Sony China has made outstanding contributions.Sony has always placed great importance on the Chinese market and its consumers. On the occasion of its20anniversary in China, delivering cutting-edge technology and products is one of the important ways to give back to Chinese users.

The newly launched large-size and curved-screen TVs from Sony this time also reflect the company’s insight into the potential consumption needs of China’s middle class and younger demographics. With75even85super-large screens, they offer users a true “big-screen” visual experience, andtaking into account the demands of modern home environments,they feature a minimalist design that blends seamlessly with any interior,providing users with a simpler and more comfortable lifestyle.Moreover,S8500Dthe series, as the fourth-generation curved-screen TVs, features a scientifically calculated curvature that aligns with the natural viewing habits of the human eye,fitting naturally with the curvature of the retina, and combined with4K HDRstunning picture quality, delivers an incredibly immersive visual experience that makes viewers feel as if they are part of the scene.

The launch of these flagship new products means that Sony, which boasts an integrated production chain encompassing4K HDR shooting, production, and display, now has an unprecedentedly powerful and comprehensive4K HDRTV product lineup. This follows the2launch in China of its2flagship new TV model in4K HDR, and marks another instance where Sony has announced a global product premiere in the Chinese market—reflecting its strategic focus on the Chinese market and its corporate philosophy of constantly pushing technological boundaries to deliver moving experiences to customers.

Sony’s4K HDRTVX9300Dseries andX8500Dseries were officially launched earlier this2, while the newly announced75X9400D,85X8500D, andS8500Dcurved-screen TV series will be available in4. Consumers can pre-order or purchase them through the Sony China online store and Sony’s direct retail outlets.

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Sony Corporation is one of the world's leading companies in the fields of consumer and professional audiovisual products, gaming products, communication products, core components, and information technology. Its achievements in music, film and television, computer entertainment, and online businesses have also made it a global leader in electronics and entertainment.2015year3month31day2014fiscal year ending on82,159billion yen (approximately684.66billion US dollars).

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