Sony took the opportunity at IFA, in front of an extremely packed press conference, to state its ambitions to take over the (TV) world by 2010.
And it thinks it has four new machines that could help it achieve global domination.
The EX-1 is the world’s first LCD Picture Frame TV with integrated high-definition wireless connectivity.
For the EX-1 design, Sony looked to the humble photo frame and has made a TV that mirrors simple frames so does not look out of place mounted on a wall.
And because it has integrated wireless tech - any unsightly cables are unnecessary, and devices, such as Blu-ray players, can be kept away from the TV - which has a wireless range of 30m for streaming HD 1080p images.
No price as yet but it's arriving in January 2009.