Another press conference, another 3D demonstration, but at least Sony took a novel approach to the whole thing. Before it got to the important business of its new 3D TVs and 'monolithic' designs, it staged a live performance by Taylor Swift that was simultaneously broadcast in 3D on a projector behind her. All of which was frightfully nice, but we're more interested in tech – besides, Beyoncé had one of the best videos of all time, okay?
Trivialities dispensed with, Sony added to the invading hoards of 3D TVs in announcing its flagship TV range, the LX900 series (below). An edge-lit LED backlit LCD TV, the LX900s will be available in 40, 46, 52 and 60in sizes, will come with two active shutter glasses, utilise Sony's Bravia Engine 3 and come with integrated Wireless-N Wi-Fi.
240Hz, 'Motionflow PRO' processing is another highlight, but most eye-catching is the stunning new 'monolithic' design – a design which the press shots don't do justice. One final technical feature is what Sony calls the 'Intelligent Presence Sensor', which uses face detection to discover when there's no one in the room, dimming and then eventually turning off the TV should this remain the case.
Mixing things up is the HX900 (above), which is a local dimming variant. It lacks both the integrated Wi-Fi and the presence sensor, but all other aspects (as far as we know) are exactly the same. It will come in 46 and 52in versions. Running parallel is the HX800, an edge-lit version of the HX900.
Next is the NX800 series (above), which also returns to edge-based LED backlighting. As designs go it's probably the best of the lot thanks to the flat base/speaker bar, which accentuates the slim, minimalist panel section very nicely. Technically it's very similar to the LX900 but for the lack of 3D support, however it does retain the integrated Wi-Fi that's missing from the HX900s. Available sizes will be 46, 52 and 60in, with prices starting from $2,800 and rising to $4,600.
If that sounds a little dear to you, the EX700 range (pictured below) sports a simpler design, just 120Hz processing and lacks integrated Wi-Fi. Prices will start at $1,100 for a 32in, going all the way up to $3,900 for a 60in.
There are a few models below these, too, but it all gets a bit mediocre (and complicated) from here on in so we'll save you the sordid details. As ever it's likely the UK versions of these sets may be slightly different, so we await confirmation on what we will get at a later date.