Press Release 21 Sep 2006 SONY from B.TECH Launches BRAVIA S46" LCD TV Color like.no.other Today, SONY from B.TECH has officially introduced Bravia S46" LCD TV featuring advanced digital picture enhancement - the very latest screen technology and sophisticated audio which makes the BRAVIA S-Series stand out from the crowd. The launch of the BRAVIA S-Series represents the next stage in the evolution of the LCD TV. The S-Series introduces a landmark combination of Sony image processing and screen technologies designed to set a new standard for the viewing experience. At the front, the visible face of the S-Series is a 7th generation LCD panel offering key advantages over standard screens. Behind the scenes, crucial image processing carried out by the BRAVIA ENGINE high resolutions picture processor refines and enhances input signals for a better picture. Bravia stands for Best Resolution Audio Visual Integrated Architecture "B.TECH has made it possible for quality-conscious consumers to enjoy the unparalleled entertainment experience from BRAVIA at affordable price levels which no one thought possible before." Says Dr Mahmoud Khattab, Chairman and CEO of B.TECH, the Egyptian trading giant which is determined to bring SONY LCD TVs to tens of thousands of Egyptian homes every year. Ram Modak, Senior Regional Manager, Sony Gulf FZE, assures SONY's fans in Egypt that "more Egyptian consumers will be able to afford BRAVIA's superior quality at very reasonable prices, special offers and convenient payment schemes from B.TECH and its dealers' network." The launch event, held at Sheraton Heliopolis, was attended by many businessmen, dealers and dedicated SONY fans. The visibly superior wide-angle viewing offered by the S-Series is the result of advanced S-PVA (Super Patterned Vertical Alignment) technology. This extends the viewing angle to a full 178 degrees, and ensures that colors stay rich and bright even when seen from the side. S- PVA also delivers an exceptional 1300:1 contrast ratio, which yields true black and brilliant white, and does full justice to everything in between. The result is unprecedented clarity and lifelike colour. Ahmed Kamel, Director of "SONY from B.TECH thinks that "With the introduction of the S46" model and Home Theater sets, you truly bring the Cinema home. Now it pays to stay in!" Sabry Zayed, Chief Commercial Officer of B.TECH provides yet another perspective" B.TECH insures that each customer receives reliable and efficient warranty and after sales services from one of the best and largest service center networks in Egypt and the Middle East. The impression of watching life through glass gets a further boost from a superfast 8ms response time. This means pin-sharp, smoothly moving pictures, and ensures the S-Series is capable of keeping up with dynamic sports and movie action. What makes the S-Series really work is the combination of its screen and the unique BRAVIA ENGINE, developed by Sony. This acts like a sophisticated digital studio, carrying out multiple real-time processing operations that dramatically improve the quality of the picture before it even reaches the screen. The BRAVIA ENGINE produces vivid, high-contrast images by applying complex noise reduction techniques, enhancing low contrast images until they are crisp and realistic, and processing blues, greens and whites within each frame to generate the richness and colour accuracy that set BRAVIA TVs apart. There would be little point in this degree of visual polish without audio quality to match. The BRAVIA S-Series uses fully digital amplification for a low-noise, hissfree output. Every set is capable of producing rich, immersive, surround sound audio from its integrated stereo speakers thanks to SRS TruSurround XT(R) technology. This effectively simulates multi-channel surround sound without the need for an array of external speakers. Working alongside SRS TruSurround XT(R), BBE Digital(R) audio enhancement ensures absolute clarity for dialogue and ambient sound effects alike. "Bravia makes you live your life in full color. Color like.no.other as we say! We are confident that people will believe the evidence of their own eyes, and make their choices accordingly, especially when the price premium which consumers have to pay to get a quantum leap in picture quality is ever so diminished!" says Gina Kamel, "SONY from B.TECH" Brand Manager. Wael Nawara, Chief marketing Officer of B.TECH thinks that "With BRAVIA, you do not just watch TV, you experience life on the screen. You become part of the action and not just a watcher. You live the Wild West's Adventures, Meg Ryan's Sleepless Romance, and Beckam's football madness!" The S-Series is HD-Ready with support for both 1080i and 720p HD signals. All models also feature a high-quality integrated Digital TV tuner for receiving free to- air digital TV channels. Every S-Series has an HDMI (High-Definition Multimedia Interface) input for accepting uncompressed digital AV signals from an external source such as an HDTV set-top box. An additional HD15 input provides full PC compatibility. The range already includes 26-inch, 32-inch, 40-inch and 46-inch screen versions with larger screen sizes to be introduced later this year by B.TECH as Ahmed Kamel, "SONY FROM B.TECH" director confirms that "all new SONY models from various product categories such as HandyCams, CyberShots, Hi Fi, Car Audio, Home Theaters and TV will be presented to Egyptian consumers in the same time they at which they are available in the Gulf."