Sony is claiming four 'world firsts' with its introduction in the UK of the world's thinnest LCD TV, the 40in £2900 Bravia ZX1 (shown), the first picture frame TV with wireless HD connectivity (Bravia EX1, from £2289), the first OLED model to launch in Europe (the £3490 XEL-1), and its first 200Hz MotionFlow Bravia range, the Z4500 series.
The ZX1 is just 9.9mm deep (thinner than a slice of toast, according to Sony's PR agency – hence the rather corny picture), and uses side-mounted LEDs to illuminate the screen instead of the usual backlight array. It was first shown at the CEATEC Show in Japan last year.
It also incorporates wireless HD technology, as we reported on from CES in Las Vegas earlier this month.
Sony's Bravia EX1 model also includes wireless HD connectivity, and its picture frame styling was created by Sony's European Design Centre. The EX1 is available in 40, 46 and 52in screen sizes.
More after the break
We've already featured Sony's first OLED (Organic Light Emitting Diode) TV in What Hi-Fi? Sound and Vision. Unlike conventional LCD TVs, which require a back or side-light illumination system, OLED screens are self-illuminating. This results in a far higher contrast ratio, which in the case of the 11in XEL-1 is claimed to be 1,000,000:1.
And we were one of the first to bring you a review of the Z4500 series, with our test of the 200Hz Sony Bravia KDL-40Z4500.