Date: 3rd-8th September 2010
Venue: Messe Berlin, Germany “The 3D train is moving forward, speedily and steadily, like China’s Harmony Express. And Sony clearly has the strongest engine in this 3D express.” Sir Howard Stringer, CEO Sony Corporation, said enthusiastically at the press conference of Sony Europe at IFA 2010. As Sony is aggressively blazing the trail in every part of the 3D universe, its hour-long press conference was held entirely in 3D.

An enormous 280-inch LED 3D screen displayed an exciting and varied line-up of 3D entertainment. Movies, the highlights of the 2010 FIFA World Cup™, the thrilling finale of 2010 Masters Golf Tournament, stereoscopic 3D games and a recital by Sony Music Entertainment artist ,and Sony’s brand ambassador, Lang Lang. His live performance on stage was also filmed and displayed in 3D.

There was also an announcement regarding Blu-ray Disc bundle offers including “Michael Jackson’s This Is It – 3D Enhanced Edition” from Sony Pictures Entertainment and this year’s blockbuster 3D movie “Alice in Wonderland 3D” from The Walt Disney Studios. (Actual titles to be offered may differ in each country, and the details of bundle promotion are going to be announced in due course.)

Visitors to the Sony’s booth enjoyed a wide variety of 3D experiences with Sony’s products. In the central area of the booth, a 280-inch 2D/3D LED display showed live performances and entertainment events in 3D throughout the event days, which attracted the attraction of visitors all the time.

Date: 12th-15th April 2010 (Mon to Thu)
Venue: Las Vegas Convention Center, Las Vegas, Nevada, USA The NAB show is the world's biggest showcase for broadcasting technology. Organized by the National Association of Broadcasters, the show focuses on the latest technical developments in the industry from digital broadcasting, Internet Protocol television and digital film production to content transmission, image storage media, Digital Cinema and the business potential of 3D.

A Sony press conference held on the eve of the NAB show attracted so many journalists that some of them had to stand in order to attend. Held at the Las Vegas Convention Center on April 11, the press conference was packed with members of the U.S. media and journalists from around the world close to 300.

A presentation was given about how Sony has been cooperating with broadcasters in different countries on 3D related projects. Examples included a trial live 3D soccer broadcast conducted by Mexico's Televisa, the Spanish-speaking world's biggest TV station, in collaboration with Sony, and a support offered to TV-Globo, Brazil's biggest TV broadcaster, for the live broadcasting of the Carnival in Rio de Janeiro. Details were also given of planned 3D live broadcasts from the venue of the Shanghai Expo. Shanghai Interactive Television (SITV) is broadcasting content from the expo, which started on May 1, 2010, in collaboration with Sony.

Guest speakers from the broadcasting world then took the podium. They included Brian Lenz of BSkyB, the first broadcaster in Britain to order a 3D outside-broadcast truck, and Peter Angell of Switzerland's Host Broadcast Services, FIFA's broadcast partner for the 2010 World Cup soccer finals. Mr.Angell talked with great enthusiasm about live 3D soccer broadcasts. 3D footage of The Masters golf tournament was then screened. ESPN's Chuck Pagano spoke passionately about how 3D technology will widen the scope for enjoying televised sport. ESPN 3D, the network's new channel to be launched in June, is already scheduled to cover 85 sports events in 3D using Sony's cameras, including the World Cup and the X Games. Sony Vice President Hiroshi Yoshioka gave the keynote speech on the opening day of the NAB show. The speech, titled "3D Lens to the Living Room," was made on April 12, and was delivered in front of an audience of more than 1,000 people in the Las Vegas Hilton, adjoining the NAB show venue. Lasting about 30 minutes and interspersed with demonstration images, the speech set out Sony's ambitious vision for promoting 3D, the concrete measures it has taken to that end and relevant upcoming developments. At the NAB show, Sony showcased its diverse video production solutions. The main theme of Sony's exhibition was 'make.believe - Solutions to Believe In.' The key concepts were 'workflow', '3D' and '4K'.

The Sony booth was by far the biggest at the NAB show with a floor space of 26,000 sq. meters. The booth featured the latest high definition production technology. A large cylindrical Media Backbone zone and a 3D Production zone were among the booth's various sections.

A 2D/3D outside broadcast truck created for U.S. production company All Mobile Video was among the items on display in the 3D Production zone alongside Sony's 280-inch 2D/3D LED display. Both items attracted a lot of attention and large crowds. Also proving very popular was a hands-on testing area where visitors could freely try out a Sony's professional cameras or camcorders mounted on a rig (made by3rd party).

Further emphasizing the overwhelming overall strength of Sony's expertise in 3D content production solution, Sony's MPE-200 Multi-Image Processor is capable to electronically correct acquired image data caused by misalilgnment of the two cameras' optical axes and for errors in mechanical rig adjustment. the HDFA-200 optical fiber adapter enables the transmission of two camera's signals with a single camera fiber cable to a single CCU and is to be introduced this fall. and professional 3D monitors that are due to go on sale this fall.

Date: 7th-10th Jan 2010
Venue: Las Vegas Convention Center, Las Vegas, Nevada, USA

The International Consumer Electronics Show (CES) which is known as the World’s largest trade show organized by the Consumer Electronic Association (CEA), was held from January ７th, 2010 to 10th in Las Vegas, Nevada, US. At the show, Sony announced its brand new 3D products and  exciting 3D related contents. The announcements attracted much attention from various companies and press in this show. Please feel and enjoy the enthusiasm of this show and attendees with this video. CES started 40 years ago with 200 sponsors and 17,500 attendees . This event now has over 120,000 attendees and is the largest electronics trade show in America.　Business executives, retailers, contents providers, entertainment industry, investors, engineers, governments officials and media attends this show from all over the world and this is the one of the major technology-related trade shows of a year.

Date: 18th-20th Nov 2009
Venue: Mahuhari Messe, Chiba, Japan At Inter BEE (International Broadcasting Equipment Exhibition) 2009, which opened in Makuhari Messe, Chiba on 18 November 2009, Sony set up a 3D theatre with the SXRD digital cinema projector, and introduced visitors to a workflow process using equipment and systems capable of producing high value-added content such as 3D, 60P, S-Log and 4K. The workflow process which comprised shooting, switching, editing and transmission of 3D high value-added video production, incorporated a 3D camera system with two HDC-P1 units, a small lightweight multi-purpose camera capable of high video quality, on a rig; a SRW-5800 HDCAM-SR digital recorder capable of recording and playing streaming from L/R systems; a MVS-8000G series multi-format production switcher suited for relay; and non-linear editing equipment including a HDCAM-SR and components from other manufacturers. It also staged a 3D screening using a digital cinema projector incorporating a 3D digital cinema system supplied by U.S. company RealD*.

Also exhibited were a stereo image processor that makes perspectives easier to set and correct, 24-inch and 42-inch LCD 3D monitors, and a high luminosity 280-inch 2D/3D display. A multi-format transcoder with a Cell/B.E high-performance multicore microprocessor that is capable of encoding and transcoding various formats quickly and efficiently, was also demonstrated.

* The 3D digital cinema system needed to make the Sony digital cinema projector 3D-capable (including Sony’s 3D projection lens unit LKRL-A002 or LKRL-A003) is supplied by RealD of U.S.

Date: 6th-10th Och 2009 (Tue to Sat)
Venue: Mahuhari Messe, Chiba, Japan

Asia’s largest advanced IT electronics show, CEATEC 2009, showcased the industry’s leading digital AV equipment and technologies.

The Sony booth showcased 4 major divisions: 3D Entertainment, Network Field, Display Technology and Environment. It exhibited products and services that deliver new user experiences, together with advanced technologies that are being applied in the new products, or be expected to be used in future products. The 3D Entertainment division demonstrated the latest products using Sony’s 3D technologies. Centered on the new 3D-compatible “BRAVIA” LCD TV which will be released in 2010, Sony presented a view of its power as a company that creates content as well as hardware. The display featured eight 3D-capable “BRAVIA” LCD TV sets which will be available in 2010. Visitors experienced 3D imaging in the form of movies, games and sports programs that had been made with a single-lens type 3D camera capable of shooting at frame rates of 240 frames per second, enabling them to experience images close to those seen by the human eye.

The SRX-R220, a professional-use digital cinema projector optimized for projecting 3D films, was also on display. This single unit projector, which incorporates a 3D digital cinema system from U.S. company RealD, is capable of projecting 3D movies as well as high resolution 4K 2D movies.

Date: 4th-9th Och 2009 (Fri to Wed)
Venue: Messe Berlin, Germany

At IFA 2009, the world’s largest consumer electronics exposition, all the latest products, technologies and services from around the world were introduced to the public.

On 2nd September (Wed), local time, before the start of the exhibition, Howard Stringer, the Chairman, President and CEO of Sony Corporation, held a press conference in which he announced the new Sony brand message “make.believe” (read as “make dot believe”) , which signifies Sony's spirit of creativity and ability to turn ideas into reality.

Building on its achievements in the professional field for 3D films that include production and screening systems, Sony also announced that it will deliver a new 3D experience home starting in 2010.

From 2010, Sony will launch a series of 3D-compatible products based around a Full HD 3D “BRAVIA” LCD TV set, that includes Blu-ray compatible products and the VAIO personal computer. Work is also underway to release attractions like 3D movies and 3D-stereoscopic games, contributing to a comprehensive effort by the Sony Group to deliver advanced 3D entertainment.