The latest XBR models feature Sony's advanced Wide Color Gamut-Cold Cathode Florescent Light (WCG-CCFL) backlighting system, which produces purer white light for a wider and more accurate range of colors. Additionally, the 32- and 40-inch models utilize S-PVA (Super Patterned Vertical Alignment) technology, which produces a wider viewing angle and faster response times. Combined with the exclusive WEGA Engine System, the sets deliver high contrast, along with a sharper more detailed picture.

These new XBR LCD models feature 1366 x 768 resolution, an integrated ATSC tuner and a CableCARD slot for access to high-definition cable television content.

The new BRAVIA KDL-V40XBR1, KDL-V32XBR1 and KDL-V26XBR1 HDTVs will ship later this month for about $3,500, $2,700 and $2,000, respectively.