Sony Gulf, a subsidiary of Sony Corporation, has announced the Middle East debut of the new Bravia WE5, the world’s first eco-friendly LCD TV packed with power-conserving features.

The new eco-friendly Bravia WE5 sets new standards for energy efficiency incorporating features and consumes 50 per cent less power than previous LCD TV models, said a Sony statement.

It features include the world’s first Micro-tubular Hot Cathode Fluorescent Lamp (HCFL), an intelligent Presence Sensor that detects the presence or absence of a viewer in front of the TV and accordingly turns the picture OFF or ON, and an Energy Saving Switch, even while providing high quality visual entertainment.

At Dh5999 ($1633), the 40-inch Bravia WE5 is priced close to a regular 40-inch LCD TV and is available at all Jumbo Electronics outlets and other select stores in the UAE.

Osamu Miura, managing director of Sony Gulf, said: "We are delighted to introduce the Bravia WE5 into the Middle East. This LCD TV complements Sony’s many energy saving innovations on its television range through offering highly efficient solutions that minimize the overall environmental impact."

“We encourage consumers to be environmentally responsible as the Bravia WE5 empowers them to contribute to the reduction of carbon footprint every single day of their lives, while translating into significant cost savings,” he added.

Since its introduction in 2005, Bravia has led the LCD TV market in the Middle East. With the introduction of the WE5 series, Sony takes its market leading Bravia LCD TVs to the next level of innovation, Miura remarked.

Available in 40-inch screen size the Bravia WE5 is integrated with eco-friendly features, such as the HCFL Backlight Panel which uses up to 50 per cent less energy compared to other LCD TV models, thus achieving lower power consumption even while maintaining full high definition picture (HD) quality.

It is also the first LCD TV to have an intelligent Presence Sensor function that detects the movement of a viewer sitting within normal range of the screen.

The function allows the sensor to activate an automatic energy-saving ‘picture-off’ and ‘picture-on’ mode when the viewer leaves or re-enters the room.

If no viewer movement is detected in the room, the set automatically switches to standby mode after a predetermined time, he said.

An Ambient Light Sensor technology is also incorporated to automatically adjust picture settings based on the viewing environment to maintain optimal brightness and conserve energy.

At the same time, a Pre-Set Eco Setting allows users to watch TV with minimal energy consumption.

The Bravia WE5 boasts of environmentally friendly features that are active even when the TV is switched off.

The first to integrate an Energy Saving Switch, the device cuts standby mode power consumption to nearly zero without having to switch off from the main power line.

This series’ Full High Definition 1080p LCD panel is complemented by Sony’s new Bravia Engine3 that cleans, filters, and optimizes image data to reduce picture noise while boosting contrast and colour range, Miura pointed out.
 
Motionflow 100 Hz technology with Image Blur Reduction doubles the displayed frame rate for smoother, sharper sports, fast-moving action scenes and games.

Live Colour technology is incorporated to reproduce the stunning colours of nature more vividly, through optimal colour tuning and purity, he explained.

Adding to the eco-friendly components of the product is Sony’s strategy to utilise lead free solder and harmless chemicals, as well as recycled materials for its manuals and packaging, reducing carbon emissions during transportation, Miura added.-TradeArabia News Service