Sony Corporation of America

As you’ve seen tonight, Sony has taken decisive steps to fulfill the promise of the Sony total experience -- differentiating, as well as connecting, our products with stunning design and cutting-edge technology, providing unique network services and content, and embracing open platforms.

And one of those technologies is a perfect example of how we will marshal all of our resources to deliver the next great consumer experience. From black-and-white, to color, to high-def, Sony has been the leader in the display of content on television. And now, we intend to take the lead in 3D. 

Sony is the only company fully immersed in every link of the 3D value chain. We also continue to work with the leaders in 3D acquisition and production to provide the most compelling 3D content imaginable.

Last month, Sony announced a partnership with 3D theatrical pioneer RealD to provide BRAVIA television compatibility for their stereoscopic format and premium 3D eyewear. And, yesterday, we announced an exciting new partnership with Discovery Communications and IMAX Corporation to develop a groundbreaking 3D television network in the U.S. that will deliver dazzling 3D programming to consumers….

Imagine "Shark Week" in 3D – we may have to equip everyone who signs up for the network with a defibrillator!

We are delighted to be partnering with Discovery and IMAX, two gold-standard companies also dedicated to leadership in 3D. I’d like to ask our partners in this venture, who are here today, to come up and join me briefly on stage: David Zaslav, President and CEO, Discovery Communications…and Richard Gelfond, Chief Executive Officer, IMAX Corporation.  My special thanks to Discovery’s founder and chairman, John Hendricks.

This show is turning out to be CES - 3D, wouldn't you say?

The adoption of 3D will also be driven by the theatrical experience, and that’s important for every company involved in 3D technology, content, hardware or distribution.

Sony Pictures is busy creating 3D films -- including last year’s animated hit "Cloudy with a Chance of Meatballs," seen by 28 million people around the world.

Next month, we will open the Sony 3D Technology Center on the Sony Pictures lot in Culver City, California. This new facility will offer both internal and external clients a hands-on opportunity to learn about the cutting-edge techniques... and equipment used to create top-quality 3D productions of all kinds... including sports, motion pictures, television and games.

Sony Music is also focused on the world of 3D.

This spring, select movie theaters will feature Sony Music superstar Kenny Chesney in a concert that was filmed with Sony 3D cameras. More theatrical concert experiences are in the works.

Needless to say, as 3D expands in scope, it is critical to understand consumer attitudes and desires, so we can deliver the very best 3D consumer experience. And, so, I’m pleased to announce that Sony and CBS are joining forces to establish the first consumer research project devoted to 3D, "The Sony 3D Experience."

Under the direction of CBS research guru David Poltrack, it will be headquartered here in Las Vegas at the MGM Grand, and--in cooperation with Real D--will begin operation in the first half of this year.

Sony’s 3D technology is also leading on the broadcast and professional side. Our 3D cameras are the industry standard, and are used by the majority of broadcasters. 

In fact, just a month ago, we announced that Sony cameras will be used to cover the 2010 FIFA World Cup in 3D this summer...so that fans around the world will be able to see highlights in 3D at select locations. And Sony Pictures Home Entertainment will produce the Official 3D Film of the tournament on Blu-ray Disc and other formats.

With sports clearly positioned as a driver in the adoption and success of 3D, we have also announced an arrangement with the PGA Tour to move forward with the production of golf in 3D.

And now, to drive even more high-quality 3D content into consumers’ homes, I’m very pleased to announce that we are joining the worldwide leader in sports, ESPN, as an official sponsor, to bring more 3D content into consumers’ homes starting this June with the first ever in-home 3D network, ESPN 3D.

I’d like to have ESPN’s President, George Bodenheimer, co-chairman, Disney Media Networks... and President of ESPN and ABC Sports...to join me on stage to share more information on this partnership.  George…

[GEORGE JOINS HS ON STAGE]

George Bodenheimer: Nice to be here with you, Sir Howard.

HS: George, what can you tell us about the ESPN/Sony 3D partnership?

GB: We’re incredibly excited about Sony signing on as ESPN 3D’s official sponsor.  ESPN 3D will provide fans the first in-home 3D viewing experience  - at least 85 events in its first year -- and it makes sense for ESPN and Sony to be first in the 3D home arena. We look forward to bringing up to 25 FIFA World Cup matches this June and July with Sony.

HS: ESPN worked with Sony to help drive adoption of high-definition via compelling content.  Do you see similarities with the introduction of 3D?

GB: Absolutely. We know sports fans drive new technologies, and we saw that specifically when we launched ESPN HD back in 2003.

Like HD, 3D provides viewers a new way to experience "the game," and this will enhance the value of sports programming to our fans, our distributors, retailers and companies like Sony. When we launched ESPN HD, we had one network and 100 HD telecasts a year. Now, we produce over 1400 HD remote telecasts and have four domestic and four international HD networks.

HS: That's truly an extraordinary success story.

GB: We couldn't have done it without you... Who knows what will happen next? But what I do know is ESPN and Sony have a long history together...and we share a passion for innovation and bringing customers cutting-edge products and content.

HS: Thanks very much, George.  Together, we will make 3D sports a global success.  Personally, after the success of Scotland's Susan Boyle, I can’t wait to see curling in 3D!

[GEORGE EXITS.]

As Sony moves to bring all sorts of new 3D experiences into the home, we are also working hard to make the Sony devices already in the home, 3D-friendly.

PlayStation 3 will be our foothold for bringing more 3D products into the living room.  As Kaz Hirai announced in November, all of our existing 30 million PS3 units will be firmware upgradeable to support 3D games. I’m happy to tell you that, through the firmware upgrade, PS3 will also be able to play 3D Blu-ray movies.                                         

*     *     *