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October 1, 2007

Sony launches new TV business category with the commercialization of World's first* OLED TV

Sony will launch "XEL-1", the world's first organic light emitting diode TV, on December 1, 2007, adding a new category to its TV business. Sony's TV lineup is centered on its "BRAVIA" LCD TVs, and the addition of OLED TVs will provide customers with unparalleled thinness combined with superb image quality. Going forward, Sony will progressively develop its OLED TV business, positioning it alongside "BRAVIA" with the aim of expanding its overall TV business.

OLED is a light-emitting display technology based on electroluminescent organic materials, with a structure that enables unprecedented levels of thinness and lightweight design to be achieved. OLED also delivers advanced levels of contrast and brightness, wide color reproduction range and rapid response time to realize stunning picture quality. Furthermore, with its limited environmental impact, OLED has attracted widespread attention as a highly-anticipated next-generation display device technology.

Sony first began researching organic materials in 1994, and has since proceeded with the development of OLED technology targeting its use in practical applications. Sony first launched mass production of small sized, full-color OLED panels in 2004, achieving commercial use within mobile products. Sony subsequently positioned OLED as a key next generation display device, and further accelerated its research and development of OLED technology. Following more than ten years of OLED development, Sony has accumulated numerous related core technologies, such as Sony's proprietary "Super Top Emission" panel technology which enhances the brightness and color reproduction capability of OLED panels, as well as manufacturing technologies gained from Sony's experience of mass producing small sized OLED panels. In September 2007, Sony commenced mass production of its independently developed "Organic Panel", used in "XEL-1".

Additionally, in designing and manufacturing "XEL-1", Sony leveraged many of the technologies it has amassed throughout its product development history, including the imaging technologies accumulated since the "Trinitron" era, and the high-density mounting technologies gained through its mobile product development. As a result, "XEL-1" incorporates both revolutionary design and unparalleled picture quality befitting the world's first OLED TV.

The launch of "XEL-1" represents the first stage in Sony's OLED TV business, and Sony will continue to advance its OLED TV development, while focusing on long-term business growth. Sony will also extend beyond its own OLED development and production, to leading the expansion of surrounding industries and the OLED market as a whole.

(*As of October 1, 2007, based on Sony research)

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