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Sony says Creation Box makes old TVs good as new _ at a price

AP WorldStream via COMTEX
TOKYO, Jan 12, 2005 -- Sony Corp. says its new Creation Box makes any TV's images clearer, flicker-free and more vivid, and lets users zoom in for close-ups of on-screen images. But at 500,000 yen (US$4,800; euro3,700), it's not for everyone.

The Creation Box - on sale by order only starting Jan. 29 in Japan - is part of Sony's high-price Qualia line. The Japanese electronics giant has no sales target, and no plans so far to sell the product overseas.

The machine, also known as Qualia 001, looks like a black box with a handheld remote control. It uses technology that adjusts TV signals so that images' outlines and textures look sharper and clearer, even on large screens.

In a demonstration Wednesday using the Creation Box with two 32-inch traditional TV monitors, flickering was negligible. The outlines of distant trees sharpened, glass looked shinier and the sense of landscape perspective was enhanced.

Sony officials said that the technology is being added to its new television sets, but acknowledged that the box can be used with TVs made by rival brands, including those far cheaper than Sony's.

The zoom-in feature is intended to help users edit home videos by letting them adjust images' framing and zoom in on a subject, such as one's child. But viewers can also use close ups on high-definition TV broadcast images without distortion.

Sony is promising additional features for use with the Creation Box, but Sony Executive Vice President Tetsujiro Kondo refused to give details.

"This product can coexist with - and adds value to - existing audio-video equipment," he said. Copyright 2005 Associated Press, All rights reserved

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