While not exactly the ugly ducklings of Sony's home entertainment line-up, their range of rear projection units have failed to inspire in the same way as the LCD TV's - until now that is.
Sony have unveiled five ultra chic new BRAVIA SXRD (Silicon X-tal (Crystal) Reflective Display) micro-display TVs featuring Motionflow 120Hz with frames that are around 25% thinner than the previous range.
Sony are adding three new models to their A3000 range with the 50in KDS-50A3000, 55in KDS-55A3000 and the 60in KDS-60A3000. The Sony XBR micro-display range is joined by the 60in KDS-Z60XBR5 and the 70in KDS-Z70XBR5 (pictured).
The A3000 models feature BRAVIA EX picture processing engine which up-converts all non-HD signal to 1080i, for an optimal delivery of image to the screen.
In addition, the XBR models also feature BRAVIA Engine Pro circuitry with Digital Reality Creation-MultiFunction v2.5 which up-converts 720p and 1080i, to 1080p video signals.
The KDS-50A3000, KDS-55A3000 and KDS-60A3000 models retail for around $3,000 (£1500), $3,300 (£1750) and $3,500 (£1850) respectively. The KDS-Z60XBR5 and KDS-Z70XBR5 will retail for about $5,000 (£2500) and $6,000 (£3000) respectively. No word yet when they will be available in the UK, but expect a launch date towards the end of the year.