Press Releases

Sony Kicks Off 3D Extravaganza at IFA 2010

Sony kicks off IFA 2010 with impressive 3D extravaganza featuring Sir Howard Stringer and Lang Lang

Latest entertainment showcased in the ‘3D world created by Sony’ ‘Qriocity™’ network service platform announced

“The 3D train is moving forward, speedily and steadily, like China’s Harmony Express. And Sony clearly has the strongest engine in this 3D express.” Sir Howard Stringer, CEO Sony Corporation, said enthusiastically at the press conference of Sony Europe at IFA 2010. As Sony is aggressively blazing the trail in every part of the 3D universe, its hour-long press conference was held entirely in 3D.

An enormous 280-inch LED 3D screen displayed an exciting and varied line-up of 3D entertainment. Movies, the highlights of the 2010 FIFA World Cup™, the thrilling finale of 2010 Masters Golf Tournament, stereoscopic 3D games and a recital by Sony Music Entertainment artist ,and Sony’s brand ambassador, Lang Lang. His live performance on stage was also filmed and displayed in 3D.

Announcements/displayed at IFA 2010 include:

Announcing the launch of Qriocity™, Sony’s new network service platform that connects many of Sony’s network-enabled devices, Fujio Nishida, President Sony Europe said, “Via Qriocity™, Sony will deliver a variety of digital entertainment content and services that are “powered by Qriocity”, including video, music, game applications, and e-books over time, and through these services, and in combination with its networked devices, Sony aims to bring new and exciting entertainment experiences to customers.”

‘Qriocity™’ announcement: Press release from Sony Corporation

Fujio Nishida also highlighted Sony’s digital imaging products which are stretching the bounds of innovation this year with a number of world’s first technologies, including Translucent Mirror Technology on the ultra-responsive new DSLR α55 and α33; interchangeable lens system on HD camcorder Handycam NEX-VG10E; Exmor R™ CMOS Sensor, 3D Sweep Panorama and Sweep Multi Angle on the Cyber-shot WX5 and TX9.

The Sony booth at IFA 2010 will be open to the public from 10 a.m. to 6 p.m. CET daily from 3 to 8 September 2010.