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Mark Bonifacio

Mark Bonifacio. Marketing Manager. Broadcast & Professional Monitors. SONY ELECTRONICS, INC. Professional Video Monitors Line-Up. Grade1 Broadcast model / BVM. Grade2 Professional model / LUMA. Grade3 Multipurpose model. Coming Apr 2006. BVM-A24E1WU. BVM-A32E1WU. LMD-1420. LMD-2020.

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Mark Bonifacio

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  1. Mark Bonifacio Marketing Manager Broadcast & Professional Monitors SONY ELECTRONICS, INC.

  2. Professional Video Monitors Line-Up Grade1 Broadcast model / BVM Grade2 Professional model / LUMA Grade3 Multipurpose model Coming Apr 2006 BVM-A24E1WU BVM-A32E1WU LMD-1420 LMD-2020 LMD-172WS LMD-232WS LMD-322WS BVM-A20F1U BVM-A14F5U LMD-2010 LMD-1410 CRT model LMD-152S LMD-212S LMD-9050 LMD-9030 LMD-9020 LMD-4420 LMD-7220W LMD-5320 Small Size

  3. Market Landscape • BVM Customers want less costly option • Luma Customers want BVM performance • HDV customers want a monitor • IT Monitors used in Pro Video Applications • Consumer televisions have higher resolutions

  4. BVM-A SeriesMaster Monitoring

  5. BVM-A Series • Ideal Master Monitor Solution offering same great picture quality as BVM-D series • Changes include: • Change from 5 sizes to 4 sizes (14”, 20”, 24”, 32”) • Change to universal input cards for all sizes • Previously two sets of input cards: 1 for 9” & 14”, 1 for larger monitors • 3 card slots available on each monitor. 3 cards offered: • BKM-62HS HDSDI / SDI Auto-detect, dual-link 4:4:4GBR HDSDI • BKM-61D SDI, Composite, Y/C • BKM-68X Analog Component, RGB • Control changed from RS-485 to Ethernet Control. Allows user to control settings and SNMP Remote maintenance • Dual-Link 4:4:4 GBR available in any size with BKM-62HS

  6. BVM-D Blow-Out Sale • Blow-out prices on remaining BVM-D series monitors: • BVM-D14H5U • 1 pc - $1,000 less than normal price • 2 or more pcs - $1,200 less than normal price • Add’l savings of 20% or more!! • BVM-D20F1U • 1 pc - $1,500 less than normal price • 2 or more pcs - $1,800 less than normal price • Add’l savings of 13% or more!! • BVM-D24E1WU • 1 pc - $2,000 less than normal price • 2 or more pcs - $2,300 less than normal price • Add’l savings of 10% or more!! • Seize the opportunity for BVM quality monitoring at affordable prices … while supplies last • Offer valid through March 28, 2006

  7. Modular Design – 3 option slots New Back Panel

  8. Option Cards Available BKM-62HS BKM-61D BKM-68X Auto Switching SD/HD SDI & Dual Link Analog RGB/YUV Analog Composite SDI 525-625

  9. LUMASony Professional LCD Video Monitor Sony Professional Displays 2006 SONY

  10. State of the LUMA • Did you know? • LUMA Sales have been up month over month for last 8 months • We exceeded FY04 LUMA sales in less than 6 months of FY05 • We recorded 7 $1.0M+ or more sales months in 1st 9 months of FY05 • AND, this was while we still had PVM!! • We should only expect sales to continue to rise without PVM holding us back • Sales revenue for FY05 projected to be 2.6x FY04 level!! • We now have a complete line of LUMA monitors …15 models in total.

  11. State of the LUMA • How did we do it? • #1 Reason: The efforts and hardwork of each of you! • #2 Reason: Awareness • LUMA Ad ran for 7 months in all trade journals • Web advertising generated more than double the industry standard for click through percentage • LUMA rebate for 1st 9 months pushed customers to the dealerships • “Seeing is Believing” campaign • Tradeshows • Dealer Shows • Lunch & Learns ALL GENERATE AWARENESS

  12. State of the LUMA • Successes • NBC Studios converting to LUMA • Conan O’Brien • Saturday Night Live • ABC – Good Morning America • CBS – Late Show with David Letterman • NMT – new HD production truck - Just signed • 250 LMD-9050 in their new HD truck • See it for yourself at NAB in the truck area • Thank you Tim Derwallis! • KABC-TV (Los Angeles) – multi-screen racks in their ENG trucks • Government – FBI – over 150 LUMA units in FY05 for field use • Religion – 1st Baptist Jacksonville – multi-screen racks

  13. State of the LUMA • Feedback • Nothing works without hearing the voice of the customer. • What’s working? What’s not? How can we help you sell? • Example: LUMA Rebate • Ended Dec 31, 2005 • Program was successful in re-launching awareness and generating sales for LUMA • Sales have still increased in 2 months since program end • However, many AM’s and dealers have said the rebate helped with pricing issues. • Bottom line: we hear you, and look for the return of the rebate for FY06 • Keep the information coming to HQ • Pricing issues, competitive issues, product development requests, demo requests, meet comps, etc.

  14. LCD Benefits Lower power consumption ●Half～2/3 of CRT Lightweight ●Half of CRT Thin ●1/6 of CRT Resolution ●Better than CRT 　　（Still image） Longer life ●2.5times of CRT Flicker free ●Benefit for long lifespan of product Flexible layout options Bright performance Even in bright environments Resistant to magnetic fields = Free from geometric distortion No image burn-in Less heat Price ●Almost same as same grade CRT

  15. Are all LCD displays the same?

  16. Various LCD’s in the market What are differences? 「Monitoring」 Monitor -Professional LCD monitor -1:1 or large audience ● Faithful picture reproduction ● Smooth reproduction of motion picture (X-Algorithm) ● Wide Viewing Angle 「Eye-Catching」Monitor -Large LCD -for large audiences ●brilliant color 「Fun Viewing」 Monitor -TV -1:1 or small audiences ● Designed to make pictures look as good as possible (color/contrast) 「Read」Monitor -PC Monitor -1:1 ● Good for characters, graphic etc. ● Good picture for still image Wide Viewing Angle(170°) ● Suitable for large audience

  17. Luma vs IT Monitors • ChromaTru • X-Algorithm • Multiple Inputs • Auto-setup • SDI/HD-SDI options • Frame delay

  18. LUMA Line-Up • Sony Professional LCD Video Monitor (PVM Successor) • 15 models in line-up • Various Size Line-up from SD to HD SD 4 models （14”･20”） LMD-322WS LMD-232WS LMD-172WS LMD-1410 LMD-1420 LMD-2010 LMD-2020 Multi-Format（HD･SD･PC) LMD-9050 LMD-9030 LMD-9020 6 models （8.4”･15”･1721”･23”･32”） Multi-Screen（SD) LMD-7720W * 8.4” 3 models (4”・5”・7”) LMD-212S LMD-152S *PC N/A LMD-5320 LMD-4420

  19. LUMA Multi Format 2-piece type

  20. Accurate Picture Quality • Full Digital Signal Processing • Sony X-Algorithm ~ Eliminates Jagged edges • ChromaTru color conversion processing

  21. Conventional Interlace-Progressive Conversion X-Algorithm processing • In-field interpolation • A picture of a trailing flag drives an impressive demonstration to show the advantage of the X algorithm. X algorithm Interlace-Progressive Conversion A B C D E F G Interpolated line Detect the strongest correlative pixels for new pixel calculation

  22. Sony X-Algorithm Simulation X-Algorithm Off X-Algorithm ON

  23. Accurate Picture Quality • Full Digital Signal Processing • Sony X-Algorithm ~ Eliminates Jagged edges • ChromaTru color conversion processing User-Friendly • Direct Key, 6 controls such as Contrast, Bright, Chroma, Phase etc and Stereo Speaker on the MEU • Rich Marker

  24. Halftone 4:3 Safety Area Marker 14:9 Safety Area Marker and Halftone Safety Marker

  25. Accurate Picture Quality • Full Digital Signal Processing • Sony X-Algorithm ~ Eliminates Jagged edges • ChromaTru color conversion processing User-Friendly • Direct Key, 6 controls such as Contrast, Bright, Chroma, Phase etc and Stereo Speaker on the MEU • Rich Marker Professional Diagnostic Features • Underscan, Overscan • Blue Only • HV Delay / Cross Pulse Suitable for AV+IT Application • Upgradeable to HDTV (HD/SD Auto Detect) • PC Input for NLE and IT Application Durability • AR-Coated Protection Panel, which minimizes chance of scratching the panel during shooting or transportation • LMD-322WS has a protective glass panel as strong as Car Window Glass

  26. LUMA is different from PC Monitor! Different color matching technology for PC monitor and CRT monitor Professional Video Market needs to color match different standards Same color Same color standard 2 Piece LUMA realizes the Same Function as CRT

  27. Main reasons for different colors of LCD monitors • The color of LCD monitors are not the same by models / units for the following reasons. • Different chromaticity coordinates • Different color temperature by luminance. • Different gamut curve.

  28. Bright Dark Bright Dark White Bright Dark Bright Dark Different color temperature by luminance Color coordinates of each R/G/B are different by luminance. As a result, the color Temperature changes by luminance.

  29. Different gamut curve

  30. Adjusting the LCD panels During the production stage, a detailed measurement is taken for each panel. Then, each LCD panel has unique set up table data. Based on this set up table data, four color settings, which are similar to the color reproduction of EBU, SMPTE-C, ITU-709 and the native color of LCD panels, can be selected by the OSD menu of MEU-WX2. Input signal Set Look up table G -> 0~255 R -> 0~255 B -> 0~255 G luminance data R luminance data B luminance data Calculation

  31. Result of ChromaTru

  32. ChromaTru Results • CSC（Color Space Conversion） • Adjusting the chromaticity coordinate, color temperature and gamut curve of LCD panels. • White Balance Adjustment • New 2-piece LUMA further delivers broadcast quality gradation with standardized gamma characteristics of γ=2.2 -Macbeth chart evaluation (simulation)- -Current- White Balance Current Original WB+ Color Space Conversion CSC NEW!

  33. G -> G’ Effect of ChromaTru R -> R’ 0.550 Green Yellow Yellow green Orange yellow Orange Foliage Dark skin 0.500 Light skin Red Moderate red 白 Bluish green 0.450 Cyan Blue flower Magenta Blue sky 0.400 CRT Purple ChromaTru Purplish blue v' Native LCD CRT 0.350 LCD Blue 0.300 0.250 B -> B’ 0.200 0.150 0.100 0.150 0.200 0.250 0.300 0.350 0.400 0.450 0.500 u' Color Accuracy improvement By this CSC technology, We closely match the same color reproductions as CRT and EBU, SMPTE-C or ITU-709 color standards

  34. (LMD-322WS/232WS/212S/172WS/152S) All 2-Piece LUMA has color matching technology -Different size- -Same size- Same Color!!! Same Color!!! 21inch 32inch 17inch 17inch Benefit to… • Studio monitor • OB Van monitor • Wall monitor

  35. LUMA SD monitoring

  36. LUMA for Professional! For NTSC area LUMA Original High Resolution PC Monitor / TV True SD Up converted Up converted to 1,600 480 NTSC Active TV Line=480 VGA(640x480) UXGA(1,600x1,200) SAME Blur SD (700x525) High resolution panel ≠High spec for SD signal High Resolution PC Monitor / TV LUMA Original Original Signal Make good looking Clearer Brighter SAME Different LUMA accurately reproduces original signal

  37. LUMA Field monitoring

  38. Target Applications • OB Vehicle • Studio • ENG/EFP • Editing • Industry

  39. 8.4 inch Input Comparison

  40. LUMA Multi-Screen • 3 models • LMD-4420 4 x 4” • LMD-5320 3 x 5.6” • LMD-7220W 2 x 7” 16:9 aspect • Composite in/out • SDI Option (BKM-320D) • Parallel Remote • 3 color tally • Aspect Ratio select (LMD-7220W only)

  41. PVM to LUMA Replacement Chart Panel Resolutions: VGA = 640x480 , XGA = 1024x768, WXGA = 1280x768 Note: PVM96, PVM97, PVM136, PVM137 are discontinued and not being replaced with LCD

  42. Take Away • LUMA Is A Professional VIDEO monitor • Performs well against other LCD Professional Monitor • IT /Consumer monitors are NOT professional monitors • Customer education needed • Literature at COMAC • Website www.sony.com/luma • Account Manager • Display SSE’s • LUMA evangelist in each region • HQ: Marketing / Product Management • Share all ideas to make LUMA a success

  43. Questions??

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