>> At CS Sony Chief Howie Stringer talked about the convergence of consumers electronics computing and entertainment. How can IT help Sony push that convergence along?
>> Sir Howard as we call him talks about Sony United and that convergence. I think the marriage between content and electronics you know goes back for a long time probably back to the Edison days with the turn table and the record player and the albums and the first format war the 33 and the third versus 45. So it's always been out there. What's new these days is the IT and computing part in the middle of that. So to me that introduces the need for software and conductivity from the internet. So computing power and the internet connectivity has really changed the game and I think in that respect IT is uniquely positioned to educate. You know how do you develop software for a TV? One great example of that Sir Howard has talked about is on a Bravia TV's they can be hooked up to the internet and we've been able to marry that content from Sony pictures like a movie like Hancock that we were able to stream that over the internet to Bravia TV's before the movie Hancock came out for DVD rental or on the cable channel. So that's the first on the industry and my team is actually involved in the connect in the customer information and the commerce transaction with that connection between the TV and the movie house. So that's a kind of example of how software needs to fit in the middle from what used to be the hardware, the electronics and the content side.
==== Transcribed by Automatic Sync Techologies ====
