Q&A: Neal Manowitz, Sony, Director of Audio/Video

Since joining Sony Electronics in 1993, Neal Manowitz has helped the popular manufacturer to launch its digital still camera products and develop its custom installation business.

Manowitz’s latest task is Sony’s 4K home video initiative.

During CEDIA Expo 2011, Sony surprised the specialty A/V world when it introduced its VPL-VW1000ES projector, which offers a native 4K image at a price point that shatters the industry’s previous model for a 4K product.

CE Pro asked Manowitz to explain how Sony approached the development of the VPLVW1000ES, and how it plans to drive the adoption of 4K software and content.

Why did Sony decide that 4K was the next step in the evolution of home video?
Historically, the home theater market has always followed the direction set by professional exhibition, including such critical developments as color reproduction, widescreen viewing, multichannel sound and 3D. Over the past decade, thanks to the Digital Cinema Initiative, 4K resolution has become the new standard for theatrical performance, which makes it logical for 4K to become the next step in high end home theater, as well.

How much input did Sony receive from its professional digital cinema group, and how was Sony able to establish the price point of the product to a level that is a fraction of what was previously available?
Our leadership in 4K Digital Cinema is the single most important factor that has enabled us to bring full 4K resolution to the home. In fact, our new VPLVW1000ES home theater projector is manufactured alongside our professional models in the same factory in Japan.

Can installers expect to see 4K Blu-ray discs and Blu-ray players from the company’s consumer electronics and home video divisions to provide 4K native content to the home video market?
Just as with HD, our goal is to provide entertainment enthusiasts with a complete end-to-end 4K solution, from the most advanced 4K cameras for content acquisition to a full 4K display for enjoying this content in the home.

Only Sony is in the position to develop kind type of ecosystem, and our VPL-VW1000ES projector is the first consumer product to deliver this quality. As for any additional 4K consumer products, stay tuned for more details.

Will Sony be introducing an outboard processing/scaling product to maximize the pixel count of the 4K projector when it’s playing normal Blu-rays and broadcast?
One of the key benefits of our 4K native SXRD panel is that works seamlessly with our exclusive 4K upscaler to make virtually any video look better, no matter what the source. And of course, the latest Blu-ray titles look incredible.

Is Sony going to have a new training program specifically for its 4K products?
To fully take advantage of our new 4K technology, we needed to improve our training program. A good example of this is our new 4K white paper which, among other things, explains in great detail the key similarities between the latest digital cinemas and high-end home theaters. Both are being specifically designed to bring you much closer to the screen, for a more immersive and impactful viewing experience.

If you could advocate the adoption of 4K to professional installers, what would be the key points that you would emphasize and what would you advise them to do when discussing the topic with their clients?
[I would tell them] 4K isn’t merely about enhanced resolution. It’s about the ability to deliver a more immersive, lifelike movie experience. This cuts directly to the core of why your most demanding customers will be willing to make the level of investment that 4K requires.

Will Sony offer dealers a showroom program for the 4K product to help installers showcase this product and its potential to consumers?
For select Sony authorized accounts, we are investing considerable resources to provide these dealers with all the tools they need to deliver an outstanding native 4K experience to their customers.