The world's first OLED television enters the Canadian marketplace



    --Sony pioneers Organic Light-Emitting Diode technology for televisions--

    TORONTO, Feb. 6 /CNW/ - Adding a new category to its TV business, Sony of
Canada Ltd. announced today it will launch the XEL-1, an 11-inch Organic
Light-Emitting Diode (OLED) television. OLED is a light-emitting display
technology based on electroluminescent organic materials. It is extremely
energy-efficient and will provide customers with unparalleled screen thinness
and superb image quality.
    "OLED display panels use extremely low power levels due to the
light-emitting structure that eliminates the need for a separate light source.
As a result, OLED panels can be up to 40 percent more efficient per panel-inch
compared to conventional flat panel technologies", says Patrick Lapointe,
marketing manager for television products at Sony Canada.
    Aiming to expand its overall TV business, Sony will add the new XEL-1
model to the lineup of televisions that is currently centered on the "BRAVIA"
line of LCDs. The new OLED TV model features an "Organic Panel", which was
independently developed by Sony and has exceptional features.

    Low-Power Consumption, Astounding Design and Crystal Clear Picture

    Measuring only three millimeters at its thinnest point, the XEL-1 has a
unique structure that achieves brilliant deep blacks and extremely high
contrast images at ratios of higher than one-million-to-one. Also incorporated
is Sony's distinctive "Super Top Emission" technology that allows for a high
transmission of light coming from the organic materials that produces
extremely bright pictures. In addition to the "Super Top Emission" Technology,
the XEL-1 incorporates organic materials that offer bright colourations and
embedded colour filters, resulting in excellent image reproduction and a
pristine picture.
    In order to smoothly reproduce fast-moving action and sports scenes, the
XEL-1 has an extremely short response time. The self illuminating structure
allows the OLED to consume less power than other display devices. (as low as
35 watts) The new model is very sleek with a light-weight/ thin panel and an
aluminum side arm that makes the unit appear as though it is floating in the
air. The black and silver colouring along the back of the panel and the thin,
stylish remote add to the beautiful aesthetics of the ultra-modern XEL-1.

    Evolution of the OLED TV

    Sony first began researching organic materials in 1994 and began to
launch mass production of small-sized, full-colour OLED panels in 2004 in
commercial mobile products. OLED was subsequently positioned as a key, next
generation display device, and further accelerated Sony's research and
development of OLED technology.
    Following more than ten years of OLED development, Sony has accumulated
numerous related core technologies such as the proprietary "Super Top
Emission" panel and manufacturing technologies gained from the experience of
mass producing small-sized OLED panels.
    In September 2007, Sony commenced with the production of its
independently-developed "Organic Panel" used in the XEL-1. The launch of the
new, 11-inch OLED television represents the first stage in Sony's OLED TV
business. The company will continue to advance and extend beyond its OLED TV
development and production to lead the expansion of surrounding industries and
the OLED market as a whole.
    The XEL-1 will be available February 29 online at www.sonystyle.ca and at
select Sony Stores across Canada for an MSRP of $2,499.99.

    About Sony of Canada Ltd.
    -------------------------
    Established in 1955, Sony of Canada Ltd. is a wholly-owned subsidiary of
Sony Corporation, of Tokyo, Japan, a world leader in High Definition. Sony
provides end-to-end solutions through products that include the market-leading
Blu-ray player, BRAVIA televisions, Cyber-shot digital cameras, Handycam
Camcorders, VAIO computers, broadcast cameras, IPELA security cameras and
video conferencing and many more products that deliver the true entertainment
experience.
    Sony is one of the most comprehensive entertainment companies in the
world with a portfolio that includes electronics, music, movies, games and
online businesses.
    With headquarters in Toronto, sales offices in Vancouver and Montreal and
distribution centres in Coquitlam, British Columbia, and Whitby, Ontario,
approximately 1,200 employees support a network of more than 500 authorized
dealers and 79 Sony stores across Canada.
    Sony Canada is proud to support the communities in which it operates
through corporate sponsorships of organizations that include the Make-a-Wish
Foundation Canada, the United Way and Earth Day Canada.




For further information:

For further information: Sony of Canada, Tony Smith, Vice President,
Marketing Communications, (416) 495-3707, tony_smith@sony.ca

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SONY OF CANADA LTD.

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