Sony has spent five years developing a next-gen TV platform, in the hope of outpacing Apple's efforts in the home entertainment market.
The news comes after reports that Sony's current line of Bravia TVs have literally been going up in smoke - and an announcement that the Japanese electronics firm is set to make a loss of 90 billion yen.
Talking with the Wall Street Journal, Sony CEO Howard Stringer said that that his company had "spent the last five years building a platform so I can compete against Steve Jobs. It’s finished, and it’s launching now."
Apple has been rumoured to be working on next-generation televisions platform itself, but little information has been forthcoming as to exactly what these developments might be.
Reghardware says that rumours started circulating after the official Steve Jobs biography was released, after the recently deceased CEO was quoted as saying that Apple had finally figured out something they could do with television.
Discussing the TV industry as a whole, Stringer said that Sony "can’t continue selling TV sets [the way we do]. Every TV set we all make loses money.”
It sounds like Sony might be going down the same route as Amazon, pushing its hardware out at a loss, but making up revenues via content.
Industry watchers expect that the next generation of Sony televisions will team up with the PlayStation, perhaps offering games and streaming services straight from the TV.