clarity and eye-pleasing contrast. Edge LED backlighting promotes a brighter image plus an ultra-slim look.

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1 EX640 Series PRODUCT INFORMATION DOCUMENT Product announce date: January 9, 2012 Product on shelf date: March 15, 2012 (tentative) MODELS (FAMILY) KDL55EX640 KDL46EX640 KDL40EX640 ALTERNATE NAME(S) Sony LED EXSeries Internet TVs Sony LED EX640 Internet TV CONSUMER FACING DESCRIPTION (40 CHARACTERS)FEEDS ONTO FACT TAGS 40 (diag.) Sony LED EX640 Internet TV 46 (diag.) Sony LED EX640 Internet TV 55 Class (54.6 diag.) Sony LED EX640 Internet TV ADVERTISING COPY HIGHLIGHT PRODUCT BENEFIT AND/OR FEATURE MESSAGE. PRODUCT HEADLINE Beauty in everything you watch 10 words Crystal clear, Full HD 1080p resolution and impeccable contrast. 25 words Open your eyes to exquisite picture quality with Full HD 1080p clarity and eyepleasing contrast. Edge LED backlighting promotes a brighter image plus an ultraslim look. 50 words Enter a world of dazzling picture quality and unlimited entertainment. This elegantly slim LED TV boasts Full HD 1080p for incredible detail and Edge LED backlighting for boosted contrast. Internet connectivity is at your fingertips, so you can watch YouTube clips and access online HD movies, music and more. 1 SHORT BULLETS / FACT TAG BULLETS (55 CHARACTERS)FEEDS ONTO FACT TAGS FOR SELECT RETAILERS AND SHOULD BE COMPETITIVE GIVEN OTHER MANUFACTURER FACT TAG APPROACH KEY SELLING POINTS IN ORDER OF PRIORITY. MUST BE WORDED AS CLEAN AND SIMPLE BENEFITS FOR THE CONSUMER. (MAX 10 BULLETS) HIGHLIGHT PRODUCT BENEFIT AND/OR FEATURE MESSAGE. 1 Brilliant Full HD 1080p picture quality 2 Lifelike movement with Motionflow XR Crisp detail & contrast w/ Clear Resolution Enhancer 4 Bright picture & thin design with Edge LED backlight 5 Movies, music & apps w/ Sony Entertainment Network 1 6 WiFi adaptor included to stream HD entertainment 1 7 Optimizes picture based on what you re watching 8 Theaterlike movie viewing with 24p True Cinema

2 9 Handheld gaming is optimized for the big screen RETAIL EXPERIENCE BULLETS (55 CHARACTERS MAX)UTILIZED ON TILES AND TAGS FOR SONY STORES, WEBSITE, RETAIL DISPLAYSS AND CRM ACTIVITIES; SHOULD BE ALIGNED WITHH FACT TAG BULLETS IN ORDER OF PRIORITY WHEN POSSIBLE. HERO MODELS ONLY AND NO ACCESSORIES NEED EXPERIENCE BULLETS. MUST BE WORDED AS CLEAN AND SIMPLE BENEFITS FOR THE CONSUMER AND AS SHORT AS POSSIBLE FOR USE IN SMALL SPACES AT RETAIL AND ONLINE. (MAX 3 BULLETS) 1 Clear movement & detail with Full HD 1080p picture quality 2 Go beyond cable with wireless HD entertainment for your TV 1 3 So bright and so thin HOW TO SELL (FILLED OUT BY TRAINING TEAM UNDER G. SHILLING DIRECTION) KEY SELLING POINTS FOR TRAINERS TO QUICKLY AND EASILY DESCRIBE HERO BENEFITS KEY FEATURE COPY CONSUMER FACING KEY SELLING POINTS IN ORDER OF PRIORITY. MUST BE WORDED AS CLEAN AND SIMPLE BENEFIT DRIVEN. IMAGE JPG CAN BE HERO IMAGE OF ASSOCIATED TECH FEATURE OR TECH ICON; DO NOT PUT LIFESTYLE IMAGES IN FEATURE AREA. FEATURE (35 CHARACTER MAX) MARKETING DESCRIPTION AND SUPPORTING BULLETS (350 ARACTERS MAX) Key Feature Image 1. Full HD 1080p. Full HD 1080p Nothing expresses crystalclear detail like Fulll HD 1080p picture quality. It's the highest inhome resolution available and takes advantage of the allout HD glory of broadcast TV, satellite and other HD sources like your Bluray Disc player or PlayStation 3 entertainmen system.

3 Lifelike motion. Clearly different. So bright and so thin. Go way beyond cable. Motionflow XR 240 technology Watch the football retain its detail during a kickoff and move smoothly as the camera follows it from left too right. Even quick motion seen in action movies appears amazingly realistic as Motionflow XR 240 technology, which takes motion clarity beyond refresh rates, smoothes out the picture where the camera can' 't for clearer and moree natural movement. Clear Image Enhancer Fine details and textures appear in whatever you re watching, even in flat areas. Powered by Sony s advanced noise reduction algorithm, this technology boosts image clarity with heightened contrast and depth that you won t find on most televisions. Edge LED Powerful yet thin LEDs deliver a radically brighter picture than conventionall LCD backlighting. They also help achieve an ultraslim TV design that looks beautiful in your home. What's more, Sony's Edge LED Backlight technology delivers outstanding contrast, rich colors and enhanced darkscene detail. Sony Entertainment Network Welcome to the endlesss entertainment of the Sony Entertainment Network, where thousands of movies, TV shows, online videos, games and music are always at your fingertips. By connecting to the Internet you can access Full HD 1080p entertainment, 3D content and madefortv apps like Netflix, Pandora, YouTube, Facebook and more. 6

4 Picture settings made easy. Goodbye wires, hello Wi Fi. Theater like movie viewing. Handheld gaming goes big. WiFi Ready Make your EX640 series a wireless wonder. Using the UWABR100 WiFi adapter (included), you have instant access to stream movies, photos, music and videos straight to your TV from the internet or your home network withoutt wires. 6 Scene Select Now adjusting the picture is as easy as changing the channel. Just make a quick choice among eight prevideo settings for a customized fit to what you're configured audio and watching. Scene Select options include Sports, Photo, Game, Cinema and Music. 24p True Cinema Watch movies the way they were meant to be seen. Sony s 24p True Cinema technology allows the TV too maintain a movie s original 24 frames per second (fps) rate so it looks less like television and more like it would in the movie theater. New Game Mode Play your PSP system or other handheld gaming consoles (with SD output) on your HDTV with no irritating black borders surrounding the picture. Just select Game Mode for an ideal fit to your TV screen according to the input. Better yet, Super Resolution Processing delivers a clear, crisp view in HD size.

5 0. Against the grain. 10 Digital Noise Reduction Dazzle the whole family with ultragrain. crisp HD clarity and less Digital Noise Reduction enhances detail in whatever you're watching with meticulous processing. It evenn helps clean up video from USB and other PC sources so the picture looks pristine and vivid. POSITIONING:. CATEGORY HEADLINE You ll want to watch everything on it CATEGORY MESSAGE 20 words YouTube clips and cable TV look amazing. Bluray Disc movies, phenomenal. Even 3D comes alive with clear details as real as life itself. 65 words When picture quality is this good, the TV becomes the entertainment centerpiece of your life. YouTube clips and cable TV look amazing. Bluray Disc movies, phenomenal. Even 3D comes alive with clear details as real as life itself. With the latest in motion clarity technology, watching fastaction sports feels like you're right on the sidelines. And precise detail can be appreciated in every blade of grass Inspired. Razor sharp. Lifelike. These words don't begin to describe words the purity of picture in the 2012 lineup of Sony televisions. And it's not just about how it looks, it's about what you watch. From home videos and YouTube clips to Full HD streaming and 3D Bluray Disc videos, everything looks as real as life itself. It all moves naturally, too. With the latest advancements in image rendering and frame rate technology, football kickoffs appear as they would in real life. And precise detail can be appreciated in every blade of grass. No matter what it is, it's going to look better on a Sony TV. SONY CAMPAIGN MANTRAA CONSUMER FACING COPY TO BE FILLED OUT BY MESSAGING TEAM. make.believe make.believe ( makedotbelieve): Anything you can imagine, you can make real. CAMPAIGN MESSAGE

6 REFERENCE INFORMATION ONLY. NOT FOR USE IN COMMUNICATION. FOR INTERNAL USE ONLY! TARGET Product Positioning: INFORMATION: Target Channel: (TARGET AUDIENCE) Target Consumer Application: Product Positioning: For Status Seekers, the EX640 Series is the HDTV that offers (For internal use brilliant picture quality and the only NOT best online entertainment consumer facing) because of its Full HD 1080p resolution, Motionflow XR 240 and Sony Entertainment Network. Target Channel: Primary Target Customer: Status Seeker Shopper Type: Considerate Researcher 56% Male 44% Female Median Age: 35 Married 47% Kids in HH: 38% Education: 53% College+ Median HHI: $63,595 Main Driver: Merchandising & Reviews Premium Focus: MEDIUM Brand Importance: MEDIUM Keepp me ahead of the game and help me express who I am What I care about: Style and design Self Expression and personalization Going out, having fun and being in the know Having social currency Premium experiences Brand reputation 22% of US population 38% of Sony MVPss I won t leave any facts uncovered beforee I make my final decision MAJOR COMPETITORS: (WHAT IS CURRENTLY IN MARKET?) COMPETITIVE FEATURES: (WHAT ARE THE SONY SPECIFIC FEATURES) LINEUP FEATURES: (HOW THIS FITS IN OUR PRODUCT LINEUP)

7 ADDITIONAL RESOURCES: Product App prioritization SONY RELATED TECHNOLOGY LOGOS: Full HD 1080P Edge LED Clear Resolution Enhancer Digital Noise Reduction Motionflow XR 240 Sony Internet TV logo Sony Entertainment Network Video Unlimited Music Unlimited WiFi Ready Light Sensor USB 24p True Cinema BRAVIA Sync PARTNER LOGOS: Energy Star LEGAL AND FOOTNOTES MUST BE SELECTED FROM GLOSSARY OF LEGALLY APPROVED FOOTNOTES FOOTNOTES 1. Broadband speed of at least 2.5 Mbps recommended (10 Mbps for HD). Contentt subject to change and may require fees. Wireless connectivity requires home network (802.11n recommended) Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. TRADEMARKS Sony, BRAVIA, XReality, Motionflow and the Sony make.believee logo are trademarks of Sony. PlayStation is a trademark of Sony Computer Entertainment Inc. Bluray Disc is a trademark. All other trademarks are trademarks of their respective owners. Features and specifications are subject to change without notice.