 I'm here with Phil Molyneux, who is president and COO of Sony Electronics America. And we are standing in front of a very impressive television. Can you tell us what's going on back here? PHIL MOLYNEUX, CEO, SONY ELECTRONICS AMERICA My absolute pleasure. We've just today announced this Sony XBR 84-inch 4K TV. It's our first 4K TV. As you can see, first of all, it's a large TV, 84 inch, across on the diameter. But the key here is that this TV is a 4K TV. The key here is that this picture you're seeing is four times the resolution of full HD. So four times the resolution of full HD, which gives us the ability to give this a completely immersive picture. And what you can see is strands of hands or beads of sweat in this picture. It's so immersive. So we're stunned. And at the back end of this, what makes it so unique, we have X-Reality Pro intelligent engine that is driving this panel to allow this depth of color and this clarity of picture. So that's one part. And the other part is we've brought together the best of audio. Sony knows audio, and sound matters. And we have a combination of 10 speakers in total on this TV. And in combination, they give 50 watts of power. And it's got subwoofer as well. So when you see this visual impact together with the audio impact, then it really takes your breath away. So how are you going to get 4K content onto the TV? Because you guys did 3D for a while. There was a big rush to get 3D content. I don't know if it ever really took off the way anyone was hoping, but now we're kind of looking at 4K. How are you going to distribute 4K to people and make it much more successful? So I've got to pick you up on the 3D side. Because if we look at the cinematic revenue on 3D, 3D films, it's huge. At home, there are many, many titles available in 3D. 3D is available for download on Sony Entertainment Network. There are two broadcast stations that are feeding 3D to homes across the US. There's 100 3D PlayStation titles. So context is there. This product comes with 3D, as do all of our other TVs. So 3D is there. But this is the great next revolution in TV viewing. And the 4K content, perhaps not many people know, but we have a professional side to Sony business. And on that professional side, we've produced what we call the F65 4K camera. And this 4K camera, we announced to the industry 18 months ago. And we've sold many, many hundreds. And there are now producers in the US and around the globe that are capturing sporting content in 4K, as well as making movies in 4K and TV series in 4K. How are you going to get that from the camera to the consumer? So the 4K delivery, we can take, first of all, Blu-ray. And if we take a Blu-ray in 2K format, that can be upscaled via Blu-ray players to near 4K resolution. And in the future, of course, our plan is to bring native 4K content to consumers. But that I'm going to talk about another day.