Sony showcases environmental highlights at IFA 2011

Post by **Apoptosis** » Wed Sep 07, 2011 7:28 am

07 September 2011

Sony will reveal a lower carbon impact energy storage solution, a Bravia TV featuring Sony Recycled Plastic and the new energy efficient Sony BDP-S185 Blu-ray disc player

Sony will demonstrate a range of innovative environmental products and programmes at IFA, the global consumer electronics show taking place from 2 – 7 September in Berlin. From recycled plastics to lower carbon impact energy storage solutions, viewers will be able to sample a range of eco highlights from Sony.

The sustainability focused area of the Sony IFA stand will be powered by a prototype energy storage system which can draw electricity from the grid during off-peak hours and store up 2.4kWh of power for use at any time. With a lithium-ion battery that handles energy more efficiently than conventional Pb and NiCd batteries, it also saves on overall power consumption.

IFA visitors will also see the first European Sony television (BRAVIA 22EX310) to feature SoRPlas (Sony Recycled Plastic). The SoRPlas material is 99 per cent composed from used DVDs and TV optical sheets and has the highest proportion of recycled material of any plastic in the world. Its unique production process cuts CO2 emissions by almost 80 per cent compared to conventional virgin plastics. At the same time, SoRPlas itself is more durable and more easily recycled.

Further efficiencies are shown in the new Sony BDP-S185 Blu-ray disc player, which uses 47 per cent less power than its predecessor and is wrapped in a unit approximately one third narrower. The smaller size means more efficient transport packing and a lower unit weight, cutting shipment-related carbon emissions by 40 per cent.

Visitors of the Sony IFA stand will also be able to view the prototype of the final concept to emerge from Sony’s innovative crowdsourcing platform, Open Planet Ideas. “+U” is a prototype application, created in collaboration with a UK volunteering charity. The mobile phone application has been created to deliver new potential to combine real world volunteering opportunities, with social and gaming incentives.

These are just a few of the ways that Sony is working to minimise its impact on the environment and bring about positive change. To view these products in action at IFA, please visit the Sony Booth, Hall 4.2, Messe. Please see www.ifa-berlin.com for tickets and further information.

Sony is a leading global innovator of audio, video, communications and information technology products for both the consumer and professional markets. Sony is renowned for its audio-visual products, such as the BRAVIA™ LCD high-definition (HD) television, Cyber-shot™ digital camera, Handycam® camcorder, “α” (pronounced Alpha) digital SLR camera, and Walkman® MP3 player as well as its VAIO™ personal computers and 3D HD professional broadcast equipment. Offering a complete end-to-end 3D value chain and with its electronics, music, pictures, game and online businesses, Sony is one of the world’s leading digital entertainment brands, employing approximately 170,000 people worldwide.

Through its long-term football partnerships as an official sponsor of the UEFA Champions League, Official FIFA Partner and global sponsor of the FIFA World Cup™, Sony is inspiring a sense of excitement for the millions of football fans around the world.

For more information on Sony Europe, please visit www.sony-europe.com