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A Small 'Set-Back' for Sony

4:15 PM -- You might have already heard me blather incessantly about that tru2way -certified "set-back" box Advanced Digital Broadcast (ADB) developed for Sony Corp. (NYSE: SNE), so I'll refrain from blathering further.

However, for those of you who are curious to know how this box actually connects to the backside of certain Sony Bravia TVs, here you go...

Hideaway Box

And just in case you don't know what this is all about, these items should get you sufficiently caught up:

OK, we've seen the box, know what it can do, and now see how it latches snugly to the TV. Now we'll see when Sony actually starts selling the darned thing.

— Jeff Baumgartner, Site Editor, Cable Digital News

Jeff Baumgartner 12/5/2012 | 4:08:31 PM
re: A Small 'Set-Back' for Sony


Although this box covers some of the key basics, I still wonder about its lack of a DVR, which, at this point, would require a separate device and sorta defeat the aesthetic purpose of a set-back box.




-áOnce upon a time, LG talked about developing a tru2way/OpenCable TV with an integrated DVR, but I haven't actually seen it. I suppose nothing would stop Sony from trying that, too, but I would gather a guess that ADB is thinking about adding a DVR to the set-back , though I'm not entirely sure if they could squeeze that into the current form factor. We'll see!




 


msilbey 12/5/2012 | 4:08:31 PM
re: A Small 'Set-Back' for Sony I remember Stringer touting this at a CES panel in 2006. Planning to see it in person at Comcast HQ some time soon.
Michael Harris 12/5/2012 | 4:08:27 PM
re: A Small 'Set-Back' for Sony


The "set-back" is a smart way for Sony to avoid the headaches of embdedding true2way in each TV set acorss its product line, given the rapid pace of change in STB technology/products and the very slow replacement rate for high-end TVs. Additionally, this way, consumers need not pay on the front-end for tru2way when buying a TV if they're not sure they want it, keeping the retail price of the TV lower. Rather than looking at this as a set-top box (i.e. "where is the DVR"), it's probably better viewing it as making what could be a function internal to the TV, external for the above reasons.




That said, things will get interesting in the marketplace once DVR and and DVD-recordable products start offering tru2way-capable products.


Jeff Baumgartner 12/5/2012 | 4:08:24 PM
re: A Small 'Set-Back' for Sony


"Additionally, this way, consumers need not pay on the front-end for tru2way when buying a TV if they're not sure they want it, keeping the retail price of the TV lower."




I guess that all depends on how Sony-áends up marketing this box. I'm curious to find out if-áthe local cable operator-áwill subsidize it if the customer comes into the store to buy the set and buys the cable operator's-ádigital video package.-á Maybe they'll have to pay-áfor the box if they're already digital video subs but like the aesthetics of the set-back approach.




-áBut i agree that it may end up being a smart approach for Sony....they can still be active in tru2way without having to build a TV that bakes in all of those elements (cablecard slot, middleware stack, etc.).


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