Sony Corp has unveiled its new Bravia liquid crystal display televisions with value-added functions. Features of the new HX850 series include Opti-contrast panel, LightSensor Technology and X-Reality PRO picture processing engine that makes depleted images clearer, sharper and more vibrant. With two USB ports, you can download music and movies from the Internet by connecting a computer to the TV. You can also enjoy a video call with people in other locations. Shopping online is also possible via the TV screen.

The 55-inch model is expected to cost around 300,000 yen.

Sony is counting on its new Bravia lineup to rejuvenate its cash-bleeding television business. Incoming CEO Kazuo Hirai said last month that TVs were a vital part of the once-mighty company and vowed the division, which has been haemorrhaging money for the best part of a decade, would be back in the black by 2014.

“I view televisions as very important and an integral product category for Sony,” Hirai said. “It’s one device that most consumers have in their home to enjoy all their visual content, sometimes audio content as well. I think it’s very difficult to imagine Sony getting out of the TV business. It’s basically at the center of every entertainment experience.” In common with other television makers, Sony has been hit hard by fierce competition and decreasing margins, with consumers seemingly less willing to put down big sums for cutting-edge living room technology.