Sony Bravia LCD TVs launched All new Sony HDTVs to have Bravia sub-brand. BY OUR TECH CORRESPONDENT 25 August, 2005: Sony Bravia is the latest in the high-end LCD TV lineup from consumer electronics major Sony. The new sub-brand Bravia was announced on August 22. From now on, all Sony high-definition flat-panel LCD TVs in the US and North America will sport the BRAVIA logo. Five LCD TVs in screen sizes from 26- to 40-inches will be the first ones to roll out with the Bravia logo. BRAVIA, is short for "Best Resolution Audio Visual Integrated Architecture." The acronym will be affixed to all latest Sony LCD flat-panel product line, including the models which will be announced soon. Sony has claimed the Bravia designation as a sign of its pedigree in overall picture performance and quality. Said Dick Komiyama, president and chief operating officer for Sony Electronics. "I'm confident that BRAVIA will become as important and recognized as Sony's Trinitron brand. Consumers look to Sony for leadership in television and BRAVIA signals a completely new tradition - it is the culmination of 36 years of innovation and expertise in TV. Teaming BRAVIA and the New York Yankees is a winning combination." With the Bravia launch, Sony is starting a comprehensive advertising/promotion program which underlines Sony's HDTV leadership and enhanced technology. Besides, Sony recently launched the website www.sony.com/HDTV, which helps dispel confusion about high-definition television technology. Sony LCD TVs can be purchased from SonyStyle stores across the US, www.sonystyle.com or authorized Sony dealers.  BY OUR TECH CORRESPONDENT