Sony Corporation President and CEO Kenichiro Yoshida spoke at the brand's press conference yesterday, January 7, stating that Sony is a Creative Entertainment Company. “We are partners with content creators who produce music, movies, television shows and games that engage billions of eyes, ears and minds around the world. We would like to show how the brand's professional-grade technologies are compatible with content creators across the entertainment industry to produce incredible content. Our consumer products connect creators and users, allowing people to enjoy the highest quality content possible ”.
The executive also commented that “Communities of Interest”, where people share similar interests, emotional values and experiences, are formed around global entertainment content and hardware products like the PlayStation® and α ™ digital cameras with interchangeable lenses. He concluded by stating that "with our technology, Sony is also present to deliver the best entertainment experience for fans and fill the world with emotions".
Then Tom Rothman (Chairman of the Motion Pictures Group at Sony Pictures Entertainment (SPE)) and Kristine Belson (President of Sony Pictures Animation at SPE) took the stage. They talked about the importance of content production and intellectual property for Sony's vision as a leading company. They described how the brand's technology and products help make creators' vision a reality, showing examples of how the CineAlta VENICE camera and the α9 full-frame camera were used in the creation of TV shows and films. They also highlighted the new line of TVs, including the BRAVIA® MASTER Series, which adapts to the artistic intent of those who are producing and delivering this content to users.
In addition to them, Rob Stringer (CEO of Sony Music Entertainment) also took the stage and commented on the “Lost In Music” campaign as an example of combining music with Sony's latest technology. He then said that the brand will deliver new musical experiences for music fans with 360 (THREE SIXTY) Reality Audio.
Main Products and Prototypes Displayed
The Sony booth features different areas such as "Visual Entertainment", "Musical Entertainment", "α" and "PlayStation". Each area highlights the brand's efforts and products that connect creators and users through the latest hardware and technologies to provide customers with the best entertainment experience possible.
A stage was set up in the center of the Sony stand. There, special demonstration sessions will be held several times a day to symbolize the artistic intent of several content creators (including a Grammy-winning sound engineer, professional photographers, etc.). These demos will serve as examples of content from creators who have been developed using the latest Sony products and technologies in their creative process.
Visual Entertainment
The stand features the new BRAVIA® MASTER SERIES line and exhibits the brand's high image and audio quality, which faithfully delivers creators' intentions directly to users.
BRAVIA MASTER SERIES Z9G (98 ″ / 85 ″), is the first line of Sony 8K LCD TVs, with the latest generation X1 ™ Ultimate image processor equipped with a customized database of 8K ultra resolution algorithms, allowing the 8K X-Reality ™ PRO to optimize any content for this resolution. In addition, the exclusive Backlight Master Drive technology features the newly developed LED modules and control algorithms optimized for 8K.
The combination of these technologies brings high resolution and high contrast image quality. In addition, Acoustic Multi-Audio ™ with four speakers located above and below the screen will make the user believe that the audio comes directly from the screen, achieving a high level of sound quality consistent with immersion in 8K large screen images .
The new OLED series BRAVIA MASTER SERIES 4K A9G (77 ″ / 65 ″ / 55 ″) is approximately half the thickness of previous models when fixed to the wall, integrating perfectly in any environment. In addition to the X1 Ultimate, it features exclusive Pixel Contrast Booster ™ panel control technology, which reproduces faithfully, from the deepest blacks to the highest luminosity colors with incredible perfection. All this together with Acoustic Surface ™ Audio + technology, which reproduces sound through vibrations of the screen itself, harmonizing the image and audio to provide a cohesive and immersive high quality surround sound experience, and the Center Speaker Mode, which is also compatible with Dolby Atmos®, the latest audio format.
These TVs feature the Netflix Calibration Mode, which allows the user to enjoy a wide variety of entertainment from the streaming company exactly as the creators of this content intended. In addition, these TVs are part of the IMAX® Enhanced certification program resulting from the collaboration between Sony engineers together with IMAX, DTS® and content creators to faithfully deliver their vision and intent.
Musical Entertainment
With the theme of co-creation between artists and Sony technologies, the manufacturer presents 360 Reality Audio, a new musical experience that creates “sound fields” and makes listeners feel that they are immersed in a sound coming from all directions. This experience will bring users new ways to enjoy music, adding “rich sound quality” achieved with Hi-Res Audio (Hi-Res) and “excellent audio functionality”, as seen in the award winning line of cancellation. brand noise.
360 Reality Audio is made possible by object-based spatial audio technology. It can add distance, angle and other positional information to a sound source such as voice, choir, instruments, etc. to produce a three-dimensional sound field in which the different sounds and musical elements can be projected from anywhere within a 360 degree space around the listener. This creates a rich and immersive musical experience similar to being at a live show. The compatible content will be produced in collaboration with major labels and should be made available through music distribution services.
The stand also has a system made up of 13 speakers and a demo that uses MDR-Z7M2 headphones. Also on display will be a prototype speaker system that offers a 360 Reality Audio experience.
The booth also features Signature Series Hi-Res compatible audio products, which take advantage of Sony's high quality audio technology cultivated over many years and the WH-1000XM3 wireless headphones with the best cancellation performance. sector noise.
Alpha - α
Responding to the artistic intent of photographers and filmmakers, Sony showcases the α9 and α7 series full-frame mirrorless camera, which allows for new image expressions and a full range of customized mirrorless objective lenses like the G Master ™, along with with professional photographic works.
In addition, with just one base (E-mount), it is possible to cover a wide variety of fixed and video cameras, and Sony is also expanding its product lines that can take advantage of a range of custom lenses. On display are the interchangeable α-lens digital camera (compatible with E-mount lenses that support full-frame and APS-C image sensors), as well as the XDCAM ™ memory video camera and a professional cinema camera , CineAlta VENICE.
Sony aims to further refine the capabilities and features of the five main fundamentals of its mirrorless camera (Lens, Image Quality, Speed, Battery Life, Compactness and Lightness). Several demonstration spaces have been set up where visitors can experience all of these five fundamentals and enjoy a unique experience available only through α, which includes features that support professionals such as high speed, high resolution, high performance AF and the Eye AF functionality . In addition, visitors can photograph and film dances and performances in the stand's special studio.
PlayStation
Sony's largest “Community of Interest” continues to strengthen the PlayStation®4 (PS4 ™), which recently reached 91.6 million units in sales worldwide, and the PlayStation ™ Network, which has more than 90 million [9 ] of monthly active users. At the stand, visitors can play PS4 and virtual reality (VR) titles such as the Astro Bot: Rescue Mission action game on PlayStation®VR, a system that enriches the PS4 gaming experience.
In addition, visitors can participate in the two Gran Turismo Sport demonstration facilities available at the booth and watch promotional videos of PlayStation titles on a 16-foot-wide, 9-foot-high LED crystal system that offers an impressive experience with a 4K HDR screen.
Complementing the above, the stand will also present a video concept of the future autonomous vehicle driving obtained through Sony's automotive image sensors, as well as the “Aibo” entertainment robot launched in the USA in September 2018.
EN 
PT_BR 
