Feeds

Inside Sony's Home Entertainment HQ in Japan

Image is everything, say Bravia boffins

Beginner's guide to SSL certificates

Feature Sony is getting back to basics in an effort to revitalise its underperforming TV division. After haemorrhaging cash for eight long years, a fresh management team are betting the farm on new display technologies and a return to core values in order to turn things around.

To see just how sweeping these changes are, the iconic Japanese brand invited Reg Hardware along to its new home entertainment HQ in Tokyo. Here we found a Sony that didn’t appear half as battered as you might expect. Indeed, at times it seemed positively effervescent.

Inside Sony HQ Japan

Sony's Tokyo home entertainment HQ

One reason is Noriaki Negishi. As the new deputy president of the brand’s home entertainment group, it’s his job to revitalise Sony’s global TV business; it’s a role he seems to positively relish. “In the days of Trinitron, people knew that Sony TVs gave the best picture. They wanted a Sony before they even walked into a shop. Today that isn’t the case.” The solution, he says, is to inspire people with new technologies, to encourage the brand’s engineers to break new ground.

Crystal maze

At January’s CES, Sony countered the OLED offensive of LG and Samsung by doing just that. It unveiled its own proprietary display technology, called Crystal LED. This self emissive alternative was clearly a little rough around the edges, but impressed with its astonishing brightness and colour depth. Curiously, the brand wasn’t talking about Crystal LED during our visit. Instead the focus was on more immediate developments.

Inside Sony HQ Japan

X-Reality Super Resolution picture processor explained

A key new ingredient in the brand’s 2012 TVs will be the so-called X-Reality Super Resolution picture processor. It’s the most powerful IC Sony has ever put in a TV. Able to do multi-frame image analysis on the fly, it can extrapolate extra information from two points of colour or contrast and apply linear gradation.

For extraordinarily accurate image interpolation it references an on-chip database of theoretical image patterns. It’s particularly effective on low bitrate on-line video sources, such as YouTube. Unsurprisingly, Sony is confident that streaming video will be a major source of entertainment in the years to come.

Intelligent flash storage arrays

More from The Register

next story
Tim Cook: The classic iPod HAD to DIE, and this is WHY
Apple, er, couldn’t get the parts for HDD models
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
Caterham Seven 160 review: The Raspberry Pi of motoring
Back to driving's basics with a joyously legal high
Back to the ... drawing board: 'Hoverboard' will disappoint Marty McFly wannabes
Buzzing board (and some future apps) leave a lot to be desired
ICO warns UK broadcasters over filming using drones
Must comply with data protection rules, m'kay?
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
New hybrid storage solutions
Tackling data challenges through emerging hybrid storage solutions that enable optimum database performance whilst managing costs and increasingly large data stores.
Business security measures using SSL
Examines the major types of threats to information security that businesses face today and the techniques for mitigating those threats.