MUMBAI: Sony Electronics has introduced a new sub-brand Bravia for its line of high-definition LCD TVs with an unveiling of a right field sign at Yankee Stadium before the New York Yankees -- Toronto Blue Jays game.
 
 
Sony high-definition flat-panel LCD TVs in North America will now carry the Bravia logo. The first models to carry this new sub-brand will be five LCD TVs ranging in screen sizes from 26- to 40-inches.
 
 
The 2005 sponsorship arrangement with the Yankees also includes designating Sony as the official LCD TV of the team. Bravia, short for "Best Resolution Audio Video Integrated Architecture," is affixed to Sony's latest LCD flat-panel product line, including soon to be announced models.

The designation also highlights Sony's pedigree in overall picture performance and quality, states an official release. "I'm confident that Bravia will become as important and recognized as Sony's Trinitron brand," said Dick Komiyama, president and chief operating officer for Sony Electronics. "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."
 
 

With the launch of the new sub-brand, Sony is commencing a comprehensive advertising/promotion campaign that reinforces Sony's HDTV leadership and advanced technology. Additionally, Sony recently launched the http://www.sony.com/HDTV consumer education web site that aims to demystify consumers' confusion surrounding high-definition technology.