BROADCAST AND PRODUCTION SYSTEMS DIVISION Mark Bonifacio Marketing Manager Broadcast & Professional Monitors SONY ELECTRONICS, INC

BROADCAST AND PRODUCTION SYSTEMS DIVISIONBROADCAST AND PRODUCTION SYSTEMS DIVISION

Mark BonifacioMark BonifacioMarketing Manager

Broadcast & Professional MonitorsSONY ELECTRONICS, INC.


LMD-232WSLMD-172WS

LMD-212SLMD-152S

LMD-322WS

LMD-2020

Grade3Multipurpose model

LMD-2010LMD-1410

Grade1Broadcast model / BVM

LMD-4420 LMD-5320 LMD-7220W

Small Size

Professional Video Monitors Line-UpProfessional Video Monitors Line-Up

LMD-9030LMD-9050

LMD-1420BVM-A24E1WU

BVM-A14F5UBVM-A20F1U

BVM-A32E1WU

Grade2Professional model / LUMA

CRT model

LMD-9020

Coming Apr 2006


Market LandscapeMarket 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


BVM-A SeriesMaster Monitoring

BVM-A SeriesMaster Monitoring


BVM-A SeriesBVM-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


BVM-D Blow-Out SaleBVM-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


Modular Design – 3 option slotsModular Design – 3 option slotsNew Back PanelNew Back Panel


Option Cards AvailableOption Cards Available

BKM-61D BKM-62HS BKM-68X

Analog CompositeSDI 525-625

Auto SwitchingSD/HD SDI &Dual Link

Analog RGB/YUV


LUMASony Professional LCD Video

Monitor

LUMASony Professional LCD Video

Monitor

2006 SONY

Sony Professional Displays


State of the LUMAState 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.



• 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



• 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



• 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.


LightweightLightweight●●Half of CRT

ThinThin●●1/6 of CRT

Lower power Lower power consumptionconsumption

●●Half ～ 2/3 of CRT

Flicker freeFlicker free●●Benefit for long lifespan

of product

Bright performance Bright performance

Even in bright Even in bright

environmentsenvironments

Longer lifeLonger life●●2.5times of CRT

Flexible layout Flexible layout optionsoptions

ResolutionResolution●●Better than CRT　　（ Still image ）

No image burn-inNo image burn-inResistant to magnetic fields = Resistant to magnetic fields = Free from geometric Free from geometric distortiondistortion

Less heatLess heat PricePrice●●Almost same as same

grade CRT

LCD Benefits


Are all LCD displays Are all LCD displays the same?the same?


Various LCD’s in the marketVarious LCD’s in the market

「「 Eye-CatchinEye-Catchingg 」」 MonitorMonitor

-Large LCD

--for large audiences

●●brilliant color

「「 Fun ViewingFun Viewing 」」MonitorMonitor -TV

--1:1 or small audiences

● ● Designed to make pictures look as good as possible

(color/contrast)

「 ReadRead 」」 MonitorMonitor -PC Monitor

--1:1

● ● Good for characters, graphic etc.

● ● Good picture for still image

「「 MonitoringMonitoring 」」 MonitorMonitor -Professional LCD monitor

--1:1 or large audience

● ● Faithful picture reproduction

● ● Smooth reproduction of motion picture (X-Algorithm)

● ● Wide Viewing Angle

Wide Viewing Angle(170°)● ● Suitable for large audience

What are differences?What are differences?


Luma vs IT MonitorsLuma vs IT Monitors

• ChromaTru

• X-Algorithm

• Multiple Inputs

• Auto-setup

• SDI/HD-SDI options

• Frame delay


LUMA Line-UpLUMA Line-Up

SDSD

Multi-FormatMulti-Format（（ HDHD ･･ SDSD ･･ PC)PC)

Multi-Multi-ScreenScreen （（ SD)SD)

Multi-Multi-ScreenScreen （（ SD)SD)

6 models （ 8.4” ･15” ･ 17 　　　　　　21” ･ 23” ･ 32” ）

4 models （ 14” ･ 20” ）

3 models(4” ・ 5” ・ 7”)

**

**PC N/A

8.4”

• Sony Professional LCD Video Monitor (PVM Successor)• 15 models in line-up• Various Size Line-up from SD to HD

LMD-1410LMD-1420

LMD-2010LMD-2020

LMD-322WS LMD-232WSLMD-172WS

LMD-9050LMD-9030LMD-9020

LMD-212SLMD-152S

LMD-4420

LMD-7720W

LMD-5320


LUMA Multi Format 2-piece type


Accurate Picture Quality– Full Digital Signal Processing

– Sony X-Algorithm ~ Eliminates Jagged edges

– ChromaTru color conversion processing

BROADCAST AND PRODUCTION SYSTEMS DIVISIONBROADCAST AND PRODUCTION SYSTEMS DIVISIONConventional Interlace-Progressive ConversionDetect the strongest correlative pixels for new pixel calculation

A B C D E F G

Interpolated line

X algorithm Interlace-Progressive Conversion

X-Algorithm processingX-Algorithm processing

• A picture of a trailing flag drives an impressive demonstration to show the advantage of the X algorithm.

•In-field interpolation


Sony X-Algorithm Simulation

X-Algorithm Off

X-Algorithm ON





User-Friendly– Direct Key, 6 controls such as Contrast,

Bright, Chroma, Phase etc and Stereo Speaker on the MEU

– Rich Marker


　 Safety Marker　 Safety Marker

14:9 Safety Area Marker and Halftone

4:3 Safety Area Marker Halftone





User-Friendly– Direct Key, 6 controls such as Contrast, Bright,

Chroma, Phase etc and Stereo Speaker on the MEU

– Rich Marker

Suitable for AV+IT Application– Upgradeable to HDTV (HD/SD Auto Detect)

– PC Input for NLE and IT ApplicationDurability

– 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

Professional Diagnostic Features– Underscan, Overscan

– Blue Only

– HV Delay / Cross Pulse


LUMA is different from PC Monitor!LUMA is different from PC Monitor!

Different color matching technology for PC monitor and CRT monitorDifferent color matching technology for PC monitor and CRT monitor

Professional Video Market needs to color match different standardsProfessional Video Market needs to color match different standards

Category PC Monitor Professional Broadcast Monitor < CRT (BVM) >

Color management standard

sRGB

AppleRGB

AdobeRGB

EBU

SMPTE-C

Application Printing Motion Picture

Flow-chart

Same color standard

2 Piece LUMA realizes the 2 Piece LUMA realizes the Same Function as CRTSame Function as CRT

Same color


• 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.

Main reasons for different colors of LCD monitorsMain reasons for different colors of LCD monitors


Different color temperature by luminanceDifferent color temperature by luminance

Blue

0.06

0.07

0.08

0.09

0.1

0.11

0.14 0.15 0.16 0.17 0.18

Blue

Green

0.57

0.58

0.59

0.6

0.61

0.62

0.26 0.27 0.28 0.29

Green

Red

0.33

0.34

0.35

0.6 0.61 0.62 0.63 0.64

Red0.24

0.25

0.26

0.27

0.28

0.29

0.3

0.31

0.25 0.26 0.27 0.28 0.29

1系列

Color coordinates of each R/G/B are differentColor coordinates of each R/G/B are differentby luminance. As a result, the color by luminance. As a result, the color Temperature changes by luminance.Temperature changes by luminance.

Bright

Dark

Dark

Bright

DarkBright

Bright

Dark

White


Different gamut curveDifferent gamut curve


Adjusting the LCD panelsAdjusting the LCD panels

G -> 0~255G -> 0~255

R -> 0~255R -> 0~255

B -> 0~255B -> 0~255 G luminanceG luminancedatadata

R luminanceR luminancedatadata

B luminanceB luminancedatadata CalculationCalculation

Set Look up tableSet Look up table

Input signalInput signal

During the production stage, a detailed measurement is taken for each panel.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 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 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 EBU, SMPTE-C, ITU-709 and the native color of LCD panels, can be selected by the OSD menu of MEU-WX2.by the OSD menu of MEU-WX2.


Result of ChromaTruResult of ChromaTru


CSCCSC （（ CColor olor SSpace pace CConversiononversion ））Adjusting the chromaticity coordinate, color temperature and gamut curve of LCD panels.

White Balance AdjustmentWhite Balance Adjustment– New 2-piece LUMA further delivers broadcast quality gradation with

standardized gamma characteristics of γ=2.2

-Current-

ChromaTru ResultsChromaTru Results

Original

WB+CSC

Current

White Balance

ColorSpaceConversion

NEW!

-Macbeth chart evaluation (simulation)-


Color Accuracy improvementColor Accuracy improvement

G -> GG -> G’’R -> R’R -> R’

B -> B’B -> B’

By this CSC technology,We closely match the same color reproductions as CRT and EBU, SMPTE-C or ITU-709 color standards

Effect of ChromaTru

0.150

0.200

0.250

0.300

0.350

0.400

0.450

0.500

0.550

0.100 0.150 0.200 0.250 0.300 0.350 0.400 0.450 0.500

u'

v'

CRTChromaTruNative LCDCRTLCD

Red

Green

Blue

白

Light skin

Dark skin

Blue sky

Foliage

Bluish green

Orange

Purplish blue

Yellow greenOrange yellow

Moderate red

Magenta

Purple

Yellow

Blue flower

Cyan


Benefit to…Benefit to…Studio monitorOB Van monitorWall monitor

-Different size- -Same size-

21inch 32inch 17inch 17inch

(LMD-322WS/232WS/212S/172WS/152S)(LMD-322WS/232WS/212S/172WS/152S)

All 2-Piece LUMA has color matching technology

Same Color!!!Same Color!!!


LUMA SD monitoring


LUMA for Professional!

DifferentSAME

High Resolution PC Monitor / TV

OriginalLUMA

True SD

SAME

Up converted

BlurVGA(640x480) UXGA(1,600x1,200)SD (700x525)

480 NTSCActive TV Line=480

Up converted to 1,600

LUMA Original

High resolution panel ≠High spec for SD signalHigh resolution panel ≠High spec for SD signal

LUMA accurately reproduces original signalLUMA accurately reproduces original signal

ClearerBrighter

Make good lookingOriginal Signal

High Resolution PC Monitor / TV

For NTSC area


LUMA Field monitoring


Target ApplicationsTarget Applications

• OB Vehicle

• Studio

• ENG/EFP

• Editing

• Industry


8.4 inch Input Comparison8.4 inch Input Comparison

HD-SDI SD-SDI Component HD/SD

Composite, Y/C

LMD-9050XGA

○ ○ ○ ○

LMD-9030 VGA

(Now Shipping)○ ○ ○

LMD-9020 VGA

(Now Shipping)○ ○


LUMA Multi-Screen 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)


PVM to LUMA Replacement ChartPVM to LUMA Replacement ChartCRT Model CRT List LCD

ReplacementDescription LCD List Notes

None LMD-322WS 32” 16:9 HD/SD WXGA $7,400.00 New model, no previous PVM

PVM-20L5/1 $3,980.00

LMD-232WS 23” 16:9 HD/SD WXGA $4,095.00

LMD-212S 21” 4:3 HD/SD XGA $3,850.00

PVM-20L2 $2,943.00 LMD-2020 20” 4:3 SD VGA $2,995.00

PVM-20L1 $1,334.00 LMD-2010 20” 4:3 SD VGA $1,465.00 Analog Component/RGB Input is standard in LMD-2010 and not in the PVM-20L1

PVM-14L5/1 $2,295.00

LMD-172WS 17” 16:9 HD/SD WXGA $3,525.00

LMD-152S 15” 4:3 HD/SD XGA $3,025.00

PVM-14L2 $1.469.00 LMD-1420 14” 4:3 SD VGA $1,495.00

PVM-14L1 $697.00 LMD-1410 14” 4:3 SD VGA $770.00 Analog Component/RGB Input is standard in LMD-1410 and not in the PVM-14L1

BVM-D9H5U $5,195.00

LMD-9050 9” 4:3 HD/SD XGA $4,800.00

LMD-9050 comes with built in HD-SDI

BVM cost with HD-SDI Card is $9,100.00

BVM-D9H1U $4,660.00 LMD-9050 comes with built in HD-SDI

BVM cost with HDSDI Card is $8,565.00

PVM-9L3 $1,512.00 LMD-9050

LMD-9030

9”, 4:3 HD/SD XGA

9”, 4:3 HD/SD VGA

$4,800.00

$2,800.00

LMD-9050 – Built in HD-SDI, PVM-9L3 + BKM-120D SDI Board is $2407.

LMD-9030 – Built in SDI, PVM-9L3 + BKM120D SDI board is $2,407.

Both support HD Analog Component

PVM-9L2 $1,100.00 LMD-9020 9” 4:3 HD/SD VGA $2,250.00 Available late Dec 05. Only Analog Inputs, including HD Analog Component

PVM-9L1 $885.00 None

Note: PVM96, PVM97, PVM136, PVM137 are discontinued and not being replaced with LCD

Panel Resolutions: VGA = 640x480 , XGA = 1024x768, WXGA = 1280x768


Take AwayTake 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


Questions??Questions??

Documents

BROADCAST AND PRODUCTION SYSTEMS DIVISION Mark Bonifacio Marketing Manager Broadcast & Professional Monitors SONY ELECTRONICS, INC