Sony reinforces its commitment to drive the high-definition (HD) wave in the region by showcasing its suite of products and solutions tailored to address HD content from broadcast studios to the home. Broadcast Asia 2008 marks the South East Asia debut of new products from the solid-state XDCAM EX™ camcorder and deck, the new HKSR-5804 file transfer option board designed to accompany the HDCAM SR SRW-5800 deck and the premium CineAltaä digital cinematography line-up.

Singapore, 17 June 2008 (BroadcastAsia 2008, Booth 8L3-01) – Sony reinforces
its commitment to drive the high-definition (HD) wave in the region by
showcasing its suite of products and solutions tailored to address HD content
from broadcast studios to the home.

Riding on the theme “High-Definition: The evolution continues”, Sony further
strengthens its market leading HD line-up from acquisition through to display.
Its products and solutions demonstrate Sony’s intimate understanding of the
industry through technological innovations evident in the various phases of
content production and delivery. Sony’s solutions optimise image quality and
provide a more effective workflow for both news organisations and mainstream
entertainment production houses alike.

“Sony has been at the heart of the development and delivery of HD for more than
25 years. We are intent on pushing the boundaries of technology continuously,
innovating in response to the changing needs of our customers,” said Mr. Kozo
Fujita, Head of Broadcast and Content Creation Solutions Asia Pacific (BCAP) and
Director, Business and Professional Products Asia Pacific Company (BPPA). “Sony
has always been an active player in the broadcast and production industry. We
hope to promote engineering excellence and we believe in training talents.”

An extensive line up of HD products and solutions at BroadcastAsia 2008

The Sony display at BroadcastAsia is the largest on the show floor. It features
different zones to cover live production solutions, tapeless workflow
innovations and our professional display and audio line-up for visitors to see
and understand the true breadth of Sony’s end-to-end products and services.
Broadcast Asia 2008 marks the South East Asia debut of new products from the
solid-state XDCAM EX™ camcorder and deck, the new HKSR-5804 file transfer option
board designed to accompany the HDCAM SR SRW-5800 deck and the premium CineAltaä
digital cinematography line-up.

The growing family of tapeless production

One of the five main areas of Sony’s BroadcastAsia display, the workflow
demonstration section is dedicated to showing how the whole infrastructure of
the XDCAM™ category is designed to be integrated to different NLE environments
in a seamless manner.

As XDCAM™ continues to drive the broadcast news agenda, Sony’s networked
production system, SONAPS™, is also growing in parallel. SONAPS is a complete
end-to-end environment that embraces every phase of the production process to
bring them together into a single, seamless workflow. Sony will also feature its
solutions that expand the line-up and ensure XDCAM™ is employed to its full
potential. With the new workgroup production server, HDXchange, XDCAM™ standard
definition and high-definition material can be stored centrally and accessed by
a whole range of users – from the production staff to the craft editor. The
XDCAM™ Cart Machine automates the handling of XDCAM™ media.

The XDCAM™ HD Professional Disc™ system now includes the XDCAM™ HD422 system
which adds the benefits of 50 Mbps 4:2:2 optical disc recording to a
high-definition optical disc workflow. Consisting of the PDW-700 camcorder and
PDW-HD1500 recording deck, the system allows broadcasters and production houses
to have greater flexibility with its fast file-based operations and superb
picture quality.

The family of Sony XDCAM EX™ video production technology has enticed the
industry with the benefits of a solid-state workflow. Shown for the first time
in Asia, Sony has expanded the range in the form of the PMW-EX3 camcorder by
allowing the user to make lens choices depending on the nature of their project,
through its interchangeable lens system.

Visitors can expect to see various types of setups as well as how Sony’s
alliances with third party software manufacturers like Apple, Avid, Adobe,
Thomson GV and Sony’s own Vegas Pro will let them mate the familiar traditional
logic of broadcasting equipment to the digital workflow of the new era.

High-end digital cinematography systems

At the high-end of Sony’s CineAlta™ range will be the recently announced F35
camera system that is shown for the first time in Singapore. Featuring a super
35mm CCD Image Sensor, 10-bit 4:4:4 recording and variable frame rates, the F35
complements the current F23 model by offering a depth-of-field equal to that of
a film camera. This allows production crews to use the vast majority of existing
35mm picture camera optics, including specialty lenses such as fish eyes, swing
shifts and baby periscopes.

Also exhibiting for the first time in Asia, Sony demonstrates the newly added
file transfer capabilities to its SRW-5800 deck, and showcases an affordable
companion player deck, model SRW-5100, to the product line.

Other new Sony products at BroadcastAsia 2008 include a software upgrade
(version 7.20) for the MVS-8000G production switcher, the award winning BVM-L230
23-inch (viewable area, measured diagonally) model is now in use worldwide by
broadcasters, production companies, post-production houses, rental companies and
OB van companies.

To complement Sony’s newest HDV™ camcorders, the HVR-1500A videotape recorder
now includes HD-SDI input capabilities, broadening the deck’s potential
applications to a wider range of production environments. In addition, the
enhanced HVR-M15AN/M15AP and HVR-M25AN/M25AP models now support native
progressive recording.

Sony brings OLED display technology to professional HD cameras in the form of
the 11-inch (viewable area, measured diagonally) HDVF-EL100 for the HDC cameras.
The new viewfinder delivers precise focusing, high contrast and brightness, wide
viewing angles as well as a large colour gamut, to meet industry needs.

An unmatched heritage in supporting broadcasters’ needs
As well as providing a balanced choice of HD format options, Sony is unique in
the breadth of its HD offering to media professionals. HD continues to capture
the imagination of the sports and live events community in response to the
growing demands for high quality programming in the upcoming sports spectacular.

“From initial systems design, construction and integration to training, support
and project management, Sony’s Professional Solutions and Services team
continues to deliver a growing number of HD OB trucks to both new and existing
customers and turnkey solutions to studio projects alike,” said Mr Garry Rhodin,
General Manager, Professional Solutions and Services Division (PSSD). Garry will
share his professional insights on HDTV at the BroadcastAsia 2008 conference
“The Transition to High-Definition – Challenges and Solutions”.

More recently, under the leadership and direction of Mr. Kozo Fujita, the BCAP
Division has been restructured to comprise dedicated teams of business
development, sales and product marketing resources focused on new opportunities
for content creation and expanding Sony’s role as a solutions provider into the
growing Asian markets.

“Our main goal of this new Sony team is to work closely with both the
broadcasters, production houses and the growing corporate markets. Together with
the PSSD, we understand the needs of customers to transition their operations to
HD today. We have system integrators and other resellers ready to put in place
the systems, service and support infrastructures our customers need,” Mr Fujita
said.

“Our integrated stand and information seminars this year will allow all visitors
to see the strength and flexibility that our products and services offer to help
them meet their business goals. We hope these initiatives will enable everyone
to truly understand our entire HD philosophy from, media and broadcast and
beyond,” concluded Mr Fujita.