Sony has lit the blue touch paper at this year's IFA in Berlin, with a number of tantalising new product launches.
First up was the world's slimmest LCD TV, the Bravia KDL-40ZX1. Using Sony's Edge LED technology, the 40in screen measures just 9.9mm thin at its slimmest section.
Inside the breath-taking chassis you will still find the Bravia Engine 2, Motionflow 100Hz and wireless HD capability.
The ZX1 uses a separate media receiver box that connects to your HD devices and then sends content wirelessly using 'Bravia 1080 Wireless' technology.
More after the break
The receiver also has an integrated MPEG4 AVC-HD2 tuner as well as DVB-T and DVB-C3 digital tuners and four HDMI inputs. The Bravia ZX1 should be on sale in December.
Next up was the world's first 200Hz Motionflow TVs, the KDL-40Z4500. This screen sends 200 frames per second across the screen, and in so doing hopes to deliver super-smooth motion.
The screen claims a dynamic contrast ratio of 80,000:1 and is also DLNA certified for home networking.
The third world first was Sony's first LCD Picture Frame set with wireless HD connectivity built-in, the KDL-46EX1. This set should be in the shops by Christmas, and again uses a seperate media receiver box for wireless streaming.
Bringing up the rear and still looking as striking as when we first saw it is the tiny OLED screen, the XEL-1, which is now set for launch in Europe.
In the world of Blu-ray the BDP-S350 and the BDP-S550 are joined by the flagship BDP-S5000ES, expected to retail at around 1500 euros.
It offers decoding for the latest HD audio formats including Dolby TrueHD and DTS-HD, with 7.1 channel Linear PCM output as well as Dolby TrueHD and DTS-HD bitstream audio output to external AV receivers or decoders.
There's also BD-Live support and an Ethernet connection for future updates, plus a high performance 14-bit DAC.
Also on the horizon is the BDV-IT1000 Blu-ray home cinema system (pictured), complete with slimline speakers to complement the on-board Blu-ray player.
More information, pictures and prices to follow just as soon as we get them. Look out for more news from Sony hitting whathifi.com today.