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Sony's Ultra HD '4K' BRAVIA gets $25k price tag

Sony's 84-inch 4K-resolution BRAVIA XBR900 LED TV will cost a full $24,999 for anyone willing to lay down a pre-order at one of the company's capital city branded stores.

The 4K BRAVIA was announced at the end of August, with pricing and availability uncertain until today. The $24,999 price tag puts the BRAVIA $9,000 ahead of the $15,999 LG Ultra HD TV, with which it shares basic specifications.

Sony's biggest, most advanced television will only be available from branded Sony Centre stores in Sydney, Melbourne, Brisbane, Perth and Adelaide -- it won't be appearing in specialist audio-visual retailers, or in high-profile electronics retailers like Harvey Norman.

Sony persists with referring to the TV as '4K' in its marketing material, despite industry body CEA announcing the term Ultra HD as the official nomenclature for a television of the XBR900's resolution. LG whole-heartedly adopted the terminology for its 84-inch 84LM9600 Ultra HD TV, but a representative from Sony would only comment that "Sony Australia has not announced any specific details about the CEA's announcement."

A press release from Sony about the BRAVIA's imminent release shows both the company's commitment to the 4K technology and its marketing potential: "Only Sony truly understands the complete 4K experience with expertise in 4K production cameras, 4K cinema projection, 4K home theatre solutions and now our first 4K TV."

Since the CEA's announcement has codified the terminology, PC World will refer to televisions with resolutions of approximately 3840x2160 pixels as 'Ultra HD' TVs. In this article, the term '4K' is used as a reference to Sony's marketing.


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