According to Asian tech site TechOn, Sony unveiled the world’s thinnest LCD television to be sold in November at around 490,000 yen ($4,551 USD). The 40-inch Bravia ZX1 is 28 millimeters at its thickest point and only 9.9 millimeters at its thinnest point. These specifications make the ZX1 thinner than products from competitors such as Toshiba, Sharp and Samsung.
Sony announced four series of Bravia full-HD LCD televisions with a total of eight models the most noteworthy being the ZX1. The ZX1 uses side-mounted light-emitting diodes, and uses a wireless connection to bridge the separate display and tuner components.
The tuner is built in to the "Wireless Media Receiver." The monitor and the tuner transmit signals with each other via 5GHz wireless communications. A speaker unit is incorporated in to a table top stand and if the TV is hung on a wall, a dedicated speaker unit is attached below the monitor.
When hung on a wall: The distance between the wall and the front surface is less than 50mm. A dedicated wall-mounting unit was developed with a thickness of 19.5mm. The mounting unit can be tilted up or down. The monitor weighs 12.2kg, and the dedicated wall-mounted speaker unit is 1.8kg. The TV weighs less than 15kg in total when it is hung on a wall.
The W1 series employs the "Motionflow 240Hz" technology to enable a 240Hz driving speed. The "Motionflow 240Hz" is an advanced version of the "Motionflow," technology which creates double-speed images after correcting the blur in each of the original 60fps images. The W1 series comes in 40-inch and 46-inch models.
The XR1 series is a high picture quality model equipped with RGB LED backlights. The TV features a virtual contrast ratio of 1,000,000:1, which is enabled by local dimming. To enhance the moving picture performance, the XR1 series employs the "Motionflow Pro 120Hz," technology which is designed to deliver smooth images by combining the 120Hz driving speed technology and partial blinking of a back light. The series comes in 46-inch and 55-inch models.
The X1 series is equipped with a new image processing engine called "Bravia Engine 2 Pro," which can reduce flicker noise. The previous version, the "Bravia Engine 2," significantly reduced noise in darker areas, while the new engine incorporates the DRC-MFv3 chip for executing additional arithmetic processing to reduce flicker noise around areas that are moving subtly. The series comes in 40-inch, 46-inch and 52-inch models.
All of the new models have a display that is at least 40 inches in size which was a calculated decision. "We decided to offer 40-inch or larger models because the proportion of the 37-inch or larger models increased from 20% in October 2006 to 33% in July 2008," said Takao Yoshikawa, director of the FTV Business Division of the TV Business Group of Sony. Sony plans to continue providing 30-inch class models as the J and F series. The company also intends to continue expanding the market for low-price TVs to "try to work on both markets," according to Yoshikawa.
The expected price of the KDL-40ZX1 in the ZX1 series is about ¥490,000 (approx $4,507 USD). The KDL-46W1 of the W1 series is about ¥400,000, and the KDL-40W1 in the same series is about ¥290,000. For the XR series, the KDL-55XR1 is about ¥750,000, while the KDL-46XR1 is about ¥600,000. The KDL-52X1, KDL-46X1 and KDL-40X1 in the X1 series are about ¥530,000, ¥430,000 and ¥320,000, respectively.