Your first question: What Internet video might that be? Yes, yes, it's a very good question. Before we get into that, though, let's see how it works.

The module connects to the TV via HDMI (video and CEC) and USB (metadata, images and additional commands). It is compatible with most new Bravias, ones that have the PlayStation-style Cross Media Bar (XMB) menu system. On new Bravias, there is a spot for the included mounting bracket, but you can also use the included table stand.

It is not wireless, and at $300, you're asking: Why the hell not? The timely answer is that Sony thought 802.11g was too slow, and since 802.11n wasn't fully ratified, they didn't want to sell something that would be obsolete or off-spec. (Insert crochety firmware-upgrade comment here.)

Sony recommends either a direct Ethernet connection or a high-def powerline bridge—something like Netgear's HDX101—which can cost $150 to $200 a pair. This is a hidden-cost issue Sony says it will try to make clear when people are buying the product.

Once it's connected to the TV, it's a great user-interface experience. You just grab the TV's remote and click MENU. Inch over to the movie icon in the XMB menu, and new video channels simply appear. Each video page follows a Sony-designed template: a large Brady Bunch-style grid of videos to choose from, all laid out on a PS3-inspired black-and-blue background. Move the cursor over a square, and you get info about the clip.

Now, about that content question you asked before...

Obviously Sony Pictures and Sony BMG are kicking in content, though the free service doesn't exactly have Hollywood studios lined up with blockbuster flicks. Sony Electronics has mainly partnered with Internet video distributors. Grouper and AOL are in there, though the principal launch partner will be Yahoo. So, yeah, clips mostly. Yahoo currently offers videos of up to 10 minutes in length. I do give it props for a continuous play feature that strings together one clip after another. Still, where is the first season of Lost, or The Big Lebowski?

The other question you are asking is how bad Web video is on a 1080p set. For the most part, the canned standard-def or Web-optimized content I saw looked decent. There were no true user-generated clips, though, so I can't judge the true output just yet. Some services, such as Grouper, are showcasing 3Mbps HD video files in the demo. Still, there's no telling if/when/how this would materialize when the product is in homes.

The other connected feature is the Yahoo-designed My Page, a source of traffic, weather and news headlines personalized to your zip code. Yahoo is the biggest content partner in the mix, and while it is a powerhouse, you might be wondering about that other "Y" company that knows a thing or two about Internet video.

Other elements currently missing that could potentially be part of the system:
• Personalized content based on your log-in ID
• Clip search
• Sharing/viral feature
• PC connectivity and local-file streaming

I hate to beat it up before it has time to prove itself. Like I said, the system is a good one, but without content you'd want to come back to again and again, its a $300 weather and news page (which Wii owners of course don't need anyway).

I have wrapped my brain around this many times over, and the fact is, sweet engineering or not, this makes way more sense as a $50 box with a content subscription of guaranteed quality. $300 is a lot to pay for a crapshoot. That's half a PS3. If it's not going to be a crapshoot, we need brand-name entertainment right there on the table. Please Sony, for your sake and ours, get crackin'! – Wilson Rothman

Press Release [Sony Electronics]

Sony Internet Video Link Coverage [Gizmodo]

The bottom line is that Wilson and Louis, at the Sony event, describe these new LCD TVs as the best-looking TVs they've ever seen, inside and out.

The nicer XBR5 and XBR4 sets also have 120Hz tech, which Sony calls Motionflow, and 24 frame support at full high def.

The devil is in the details, and here's that for all three TV lines.

The XBR5 line is distinguished from the W series by its 120Hz support, which interpolates the original 60 frames with 60 tweened frames. The new TVs also all do 24 frame support, which all film content is recorded and mastered in, so hopefully its played back on these TVs without pulldown and jutter*. The TV does upscaling and deinterlacing by means of the "BRAVIA Engine Pro circuitry with Digital Reality Creation-MultiFunction v2.5". It comes in 52-, 46-, and 40-inch flavors.

The XBR4 line is basically identical to the XBR5. Except every equivalent size is $300 cheaper as an XBR4, and they have detachable color plates. (The XBR5 comes only in piano black.) Strange, but Sony did the same thing with the XBR3 and XBR2. Weird, I know.

Then there's the W line. There's the W line looks identical to the XBR5 line, but it lacks the 120Hz system. It also uses a lesser video processor, but Sony doesn't specify the difference: "Sony's BRAVIA Engine EX full digital video processing system with Digital Reality Creation-Multifunction v1.0 (DRC-MF v1.0)." Like the other two lines, it comes in 52-, 46- and 40-inch sizes.

Is there a caveat? Yes. Sonys have been known to have blotchy backlighting on some sets. I don't know if these have those problems, but its worth waiting for a full review before buying.

(*I think. The press info isn't clear if it will actually divide the 120Hz by 24 or if it does a 60 frame conversion first before jumping to 120Hz.)

XBR5 and XBR4 Pricing and Availability:

The KDL-52XBR4, KDL-46XBR4 and KDL40-XBR4 models will be available in August for about $4,800, $3,800 and $3,000, respectively. Also shipping in August, the KDL-46XBR5 and KDL-40XBR5 will be about $4,100 and $3,300. The KDL-52XBR5 model will come out in September for about $5,100. Sony's KDL-46W3000 and KDL-40W300 models will debut in July for about $3,500 and $2,700, respectively, while the KDL-52W3000 will be available in August for about $4,300.

W Series Pricing:

W3000 Series
KDL-52W3000 - $5100
KDL-46W3000 - $3500
KDL-40W3000 - $2700

– Brian Lam

With the LCDs, you get the standard black bezel in the box, but you can swap it for any of eight other optional colors including Scarlet Red, Pacific Blue, Arctic White, Sienna Brown, Titanium Silver, Midnight Black and—new for 2007—Rose Metallic and Champagne Gold at $300 a pop.

For the rear-projection sets, you can replace the black lower speaker grille with one of four colors including Burgundy Red, Metallic Silver, Satin Black and Cacao, $50 each.

I know, I know, sooo earthy. Here you were holding out for "Shocking Pink" or "Electric Orange", right? Sorry to disappoint. Maybe you'll get your wish next year.– Wilson Rothman

New Sony LCDs [Sony Electronics]
New Sony Microdisplay Rear-Projection Sets [Sony Electronics]

In addition to its sleekness, its floaty (or as Sony calls it "floating glass") style deserves props, the signature look featuring a glass bezel at the bottom with embedded green LEDs, first seen long ago on Sony's original plasma sets. The base, estimated to be priced around $600, contributes to the suggestion of flat-panelness with a base running up through the center.

Like the old model, the stereo speakers are still on the side, but you are forgiven if you can't see them. I couldn't even take a picture of the tiny pores on the right and left sides of the bezel that allow the sound through.

While the TV itself features many enhancements, the three most worthy of discussion are:

1. Motionflow 120Hz - By taking a source video of 60 frames per second, and interpolating frames between each one, the motion looks smoother and less dizzying during lots of motion or hardcore camera pans. (They did a side-by-side demo which was quite awesome.)

2. Photo Mode - Video is all about sharpness, but when a still image is displayed super sharp, it looks kinda weird. Photo Mode takes photos and smooths them out without losing the detail. It is also a feature found on many of the other models.

3. Live Color - Since most of the SXRD and LCD models can handle broader color gamuts than their source video, the video processors themselves enhance the color of source material. In a perfect world, source color would be as good as the capability of the TV, but until then, this is what works.

In case you were wondering, Sony is introducing a 60" version, the KDS-Z60XBR5, for $5,000, but seriously, why bother? 70 inches = big pimpin'. – Wilson Rothman

Press Release [Sony Electronics]

A3000 Series
KDS-50A3000 - $3000
KDS-55A3000 - $3300
KDS-60A3000 - $3500

XBR Series
KDS-Z60XBR5 - $5000
KDS-Z70XBR5 - $6000

LCDs
W3000 Series
KDL-52W3000 - $5100
KDL-46W3000 - $3500
KDL-40W3000 - $2700

XBR4/XBR5 Series
KDL-52XBR4 - $4800
KDL-46XBR4 - $3800
KDL-40XBR4 - $3000

KDL-52XBR5 - $5100
KDL-46XBR5 - $4100
KDL-40XBR5 - $3300

– Louis Ramirez
Press Release
Press Release