Sony 2006 Annual Report Download - page 18

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16
Today, a half-century since the advent of the first televisions, the market for these devices is going through
a period of significant change, as technology moves from analog to digital and from cathode ray tube (CRT)
to flat panel. In Japan, annual shipments of flat panel televisions have already surpassed those of CRT models,
and the trend is spreading rapidly to the United States and Europe.
In response to market change, in 2005 Sony rose to the challenge with the brand-new BRAVIA* line of
high-resolution, slim-profile LCD televisions.
* BRAVIA is an acronym for “Best Resolution Audio Visual Integrated Architecture.”
BRAVIA
In developing the BRAVIA line of LCD televisions, we brought
together our design, manufacturing and sales capabilities,
incorporating newly developed Sony Panels and other technologies
designed to achieve outstanding image quality and implementing
a full-scale advertising program. As a consequence, BRAVIA won
major acceptance, particularly in the United States, Japan and
Europe, earning the top share of the global LCD television market
in the October–December 2005 quarter.*
The BRAVIA launch also greatly increased the share of our LCD
television sales accounted for by large-screen models. LCD
televisions with 32-inch or larger screen sizes accounted for
approximately 50% of our LCD television sales in the second
quarter of the fiscal year ended March 31, 2006, prior to the
BRAVIA launch. This jumped to 70% in the subsequent quarter,
following the launch.
High-Resolution, Slim-Profile LCD Televisions for the Flat Panel Era
LCD television
KDL-46X1000
We will strive to continue capturing the hearts of consumers
with the high-quality BRAVIA line of televisions that are uniquely
suited to the digital, flat panel era.
* Source: DisplaySearch
Manufacturing
BRAVIA LCD televisions feature the Sony Panel*, an advanced
LCD panel that was developed by S-LCD, our joint venture with
Samsung, which also manufactures the panels. These panels
incorporate proprietary high-resolution technologies developed by
Sony. In the past, when all LCD panels were procured externally,
we faced the risk of being unable to secure the necessary volume
of panels when needed. With S-LCD coming on line, we were
assured of a stable supply of Sony Panels—a key factor behind
the successful roll-out of BRAVIA in the U.S., Japanese and