Sony brings high definition to the Middle East region

Sony Gulf is aiming to demonstrate to Middle East TV broadcasters visiting GITEX Technology Week the commercial benefits associated with broadcasting in high definition.

The electronics giant is promoting its entire HD product range, including its Bravia LCD TVs, Sony Handycam and Sony Cybershot cameras, to demonstrate to broadcasters that consumer demand for HD products is growing rapidly.

"High definition is the future in terms of content acquisition. The rest of the world has already adapted to high definition. Here in the Middle East there is only one TV station which is currently broadcasting in HD, which is Al-Jazeera," explains Dharmendra Lalai, senior manager, IT marketing and sales group, Sony Gulf FZE.

According to Lalai, the Middle East is lagging behind other international markets not because of the adaptation of technology itself or the availability of the products but, because of the broadcast industry's failure to recognise the commercial benefits of embracing the technology.

"Internationally, consumer uptake of HD technology is being driven by the availability of broadcast content," he says. Despite this problem Lalai said that he believed the broadcast industry would adopt High Definition in the next few years.

"We have information from our colleagues in the Sony Broadcasting and Professional group that there will be many more networks broadcasting in HD in the Middle East in the near future," he claims.

(StandB7-36)

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