"Our BRAVIA LCD HDTV’s offer superior picture quality and unlock the power of the high-definition experience with more than five times the number of pixels compared to enhanced-definition plasma televisions..." said Randy Waynick, senior vice president of the Sony Electronics' Home Products Division. At the top of the new line is the XBR3 series including the 46-inch KDL-46XBR3 and 40-inch KDL-40XBR3 all featuring native 1920 x 1080 panel resolution and three HDMI inputs with 1080p capability.

When it comes to high-definition TV the pinnacle of performance is achieved by using 1920x1080 display panels. With the ability to display full high-definition resolution and rich colorful images, even non-1080p content – from standard-definition to 1080i or 720p high-definition signals – is at its best once it hits the screen. The new BRAVIA Engine Pro™ full digital high-definition video processor is Sony's latest and most advanced video processing system. Optimizing the video signal path, the system leverages a new version of Sony's Digital Reality Creation Multi Function Version Two Point Five (DRC-MFv2.5) with increased computing capabilities to process not only standard-definition signals, but also high-definition signals for a consistently crisp, detailed image.

The XBR models come with Sony's Live Color Creation technology, featuring Wide Color Gamut Cold Cathode Fluorescent Lamp (WCG-CCFL) backlight. WCG-CCFL’s new phosphor spectrum allow for a wider, more realistic range of colors enhancing picture. Rounding out the XBR3 series feature package is a built-in ATSC tuner, PC input, two high-definition component, one S-video and three composite inputs.

Stunning picture quality is not the only feature that sets the BRAVIA line apart. The new XBR® models feature an elegant floating glass design that is sure to inspire interior designers to rethink how televisions can complement the modern home. Framing that sharp, detailed picture is an elegant floating glass-encased, high gloss, piano black bezel with side speakers.

In addition to the piano black XBR3 models, the new XBR2 BRAVIA models features the same 1920 x 1080 screen resolution, BRAVIA Engine Pro, HDMI inputs with 1080p capability and elegant floating glass design. However, these two models -- the 46-inch KDL-46XBR2 and 40-inch KDL-40XBR2 -- feature a silver bezel that can be replaced by one of five different colored bezels for custom integration into any décor.

"BRAVIA TV’s were designed with the critical eye in mind," Waynick added. "The art of building a television is not limited to the components inside but also the aesthetic beauty that completes the package."

The optional bezels come in five colors, including red, white, blue, black and brown. (the photo above shows six, courtesy of Sony) They will be available at authorized dealers, Sony Style stores and direct online at www.sonystyle.com.

But the Bravia isn't just a pretty face. Introduced only a year ago, "BRAVIA quickly gained critical acclaim and the number one share at nearly 30 percent of the flat-panel LCD market," said Philip Abram, vice president of marketing for Sony’s television group in the U.S. “BRAVIA is becoming the new standard for LCD and flat-panel HDTV sets in general.” The new BRAVIA models feature advanced technologies that are exclusive to Sony.

One of the new improvements is Sony’s Advanced Contrast Enhancer (ACE). With real-time image processing and optimization of backlight levels, ACE technology builds on the already excellent on-screen contrast ratio* of 1300:1 and delivers a dynamic contrast ratio** of up to 7,000:1, translating to blacker blacks and better shadow detail

The new 52-inch models include Sony’s BRAVIA Engine Pro™ full digital high-definition video processing system. Optimizing the video signal path, the system leverages Sony's Digital Reality Creation Multi Function Version Two Point Five (DRC-MFv2.5) with increased computing capabilities to up-convert not only standard-definition signals to 1080p with detailed image that traditional interpolation video scaling cannot achieve, but also high-definition signals for a consistently crisp, detailed image.

Sony's Live Color Creation technology, featuring Wide Color Gamut Cold Cathode Fluorescent Lamp (WCG-CCFL) backlight system, is also featured in the new 52-inch models. WCG-CCFL’s color spectrum coupled with chroma signal processing allow for a wider, more realistic range of colors enhancing the picture.

Rounding out the XBR feature package is a built-in ATSC tuner; three HDMI inputs with 1080p compatibility (two rear, one side), a PC input; two high-definition component, one S-video and three composite inputs.

The KDL-52XBR3 model features a high-gloss piano black bezel finish, while the KDL-52XBR2 features a silver bezel.

Visit Sony's website for more information.