A trio of Blu-ray players and a full home cinema system were amongst Sony's many launches at IFA.
The company took the opportunity to crow about the successes of the Blu-ray format (and its defeat of HD DVD)claiming a 450% growth rate year-on-year for the format.
This means Blu-ray disc sales could hit 143 million in 2010.
But to play Blu-ray discs, you need Blu-ray players and Sony has now launched three new models.
First up are the BDP-S350 and BDP-S550 which are claimed to offer "advanced features not found on conventional DVD players".
They deliver 1080p content but also feature upscaling technology, so can increase the resolution of standard DVDs (480i) to 1080p (Toshiba must be happy about that).
Audio-wise - the BDP-S550 has support for DTS-HD Master Audio Decoder and 7.1ch analogue audio output which means that "it can be connected directly to a legacy home-theatre receiver without HDMI".
The BDP-S550 also comes with BD Live, for accessing online content including blogs, interviews, and competitions relating to your film viewing.
The third launch in the high-end BDP-S5000ES which "is engineered to meet the most exacting requirements of the serious Home Theatre devotee".
ES apparently stands for Elevated Standard, but what this means for the punter is you get 14-bit video processing technologies like HD Reality Enhancer and Super Bit Mapping and tools for decoding for Dolby TrueHD and DTS-HD, with 7.1 channel Linear PCM output as well as Dolby TrueHD and DTS-HD bitstream audio output to external AV receivers or decoders.
This machine also includes Sony's Precision Cinema HD Upscale technology, as well as connectivity to BD Live.
And last up is the BRAVIA Theatre BDV-IT1000 system.
This comprises ultra thin speakers which use Sony’s S-Master digital amplification technology to deliver 700W total power through the 5.1 setup.
Then there's the main control unit, which incorporates a Blu-ray drive with DVD upscaling tech.
It's BD Live ready so you have to download the upgrade using the player's Ethernet port.
No prices as yet on any of the new launches but we'll keep you posted.