"Bravia", short for "Best Resolution Audio Visual Integrated Architecture," is the Japanese company's new brand for High-Def LCD TVs. Five of them, ranging from 26 to 40 inches, will be the initial flagships of this sub-brand, due to come along the famous Trinitron.
Sony did not play it cheap: It has the Bravia logo on a right field sign at the NYC Yankee Stadium before the Yankees - Toronto Blue Jays game, and has launched an HDTV awareness website.
Dick Komiyama, president and chief operating officer for Sony Electronics, said "I'm confident that BRAVIA will become as important and recognized as Sony's Trinitron brand." "Consumers look to Sony for leadership in television and BRAVIA signals a completely new tradition -- it is the culmination of 36 years of innovation and expertise in TV. Teaming BRAVIA and the New York Yankees is a winning combination."
The new brand will start its life in the USA, before reaching the Old Europe.
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