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Sony and the PGA TOUR Present 2011 Sony Open in Hawaii in Live 3D Broadcasts

Sony extends title sponsorship by three years through 2014

Sony Corporation (Sony) and the PGA TOUR today announced that they will present live 3D broadcasts of the 2011 Sony Open to be held at the Waialae Country Club, Oahu, Hawaii, US next January. Having conducted successful 3D testing at multiple events this year, both parties recently concluded an agreement to present the tournament in live 3D. The test locations included the 2010 Sony Open in Hawaii.

Sony, the PGA TOUR and Friends of Hawaii Charities, the host organization of Sony Open in Hawaii, also announced that Sony has extended its title sponsorship by three years through 2014.

Sony and the PGA TOUR will present highlights of the climactic final tournament stages in 3D, enabling viewers to enjoy high-level competition between the world's leading players, set against the beautiful backdrop of the Waialae Country Club. These vivid, live 3D images will be delivered to viewers worldwide, using 6 pairs of Sony's 3D compatible professional camera systems placed at four holes, including Nos. 17 and 18 on Saturday, January 15th and Sunday, January 16th.

The 3D coverage will be produced and distributed to US households by The Golf Channel and Comcast. Of the 83 million households across the US, viewers who have 3D compatible TV sets such as Sony's 3D "BRAVIA" will be able to enjoy the closing stages of the tournament in immersive live 3D. 3D coverage will also be made available to PGA TOUR broadcast partners around the world that have 3D capability.

The 2010 Sony Open in Hawaii was broadcast to approximately 560 million households in more than 220 countries and territories worldwide, and its viewership is expected to continue to grow. With the introduction of 3D live broadcasts and other new initiatives, both parties will continue to utilize the latest technologies to present golf in ground-breaking and attractive ways.


"We are very excited to be able to capture the 2011 Sony Open in Hawaii using Sony's state-of-the-art 3D professional cameras, and to deliver these images into viewers' living rooms in live 3D," said Sir Howard Stringer, Chairman, CEO and President, Sony Corporation. "By offering the unprecedented experience of immersive, live 3D images conveying the excitement and beauty of the Sony Open in Hawaii, we aim to further enhance the enjoyment of 3D entertainment in the home.

"We are delighted that Sony has agreed to extend its sponsorship by three years with the PGA TOUR and Friends of Hawaii Charities and look forward to continuing our collaboration with Sony on the development and expansion of 3D broadcasting. The 2011 Sony Open in Hawaii will become the first PGA TOUR co-sponsored event to feature live weekend coverage in 3D," said PGA TOUR Commissioner Tim Finchem. "We have seen what high-definition does for golf telecasts, and 3D is the logical next step to enhancing our broadcasts and providing fans with the ultimate viewing experience, particularly in such a beautiful setting as Hawaii."

"The extension of Sony's sponsorship is met enthusiastically in the not-for-profit and tourism sectors of Hawaii" said Corbett Kalama, President, Friends of Hawaii Charities. "With the charity partnership of The Harry & Jeanette Weinberg Foundation, it generates an annual $1 million windfall to Hawaii's not-for-profit grant recipients at a time when expenses are accelerating and charity funding is decelerating. The television coverage from beautiful, warm Hawaii to a global audience in January especially in 3D, next year, provides considerable promotional value to Hawaii's tourism industry."

The Sony Open in Hawaii, now in its 13th year, is one of the leading charity sporting events in the state of Hawaii. The tournament is the state's leading charity sporting event, having raised more than $ 10 million since Sony's involvement. All net proceeds from the event benefit Friends of Hawaii Charities, an organization dedicated to providing funds to qualifying not-for-profit endeavors in support of women, children and elderly in need.


About Sony Corporation

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $78 billion for the fiscal year ended March 31, 2010.

Sony Corporation



The PGA TOUR is the world's premier membership organization for touring professional golfers, co-sanctioning more than 100 tournaments on the PGA TOUR, Champions Tour and Nationwide Tour. The PGA TOUR's mission is to entertain and inspire its fans, deliver substantial value to its partners, create outlets for volunteers to give back, generate significant charitable and economic impact in communities in which it plays, and provide financial opportunities for TOUR players.In 2010, the three Tours collectively have tournaments in 34 states and in 12 countries outside of the U.S. PGA TOUR tournaments are broadcast to nearly 600 million households in 225 countries and territories and 30 languages.Virtually all tournaments are organized as nonprofit organizations in order to maximize charitable giving. In 2009, tournaments on the three Tours generated $108 million for local charitable organizations. The TOUR's all-time total of charitable contributions is approaching $1.5 billion.



About Friends of Hawaii

Friends of Hawaii Charities, a federal 501 (c) (3) public charity is an all-volunteer organization, incorporated in 1998 to benefit not-for-profit organizations serving Hawaii's children, youth, women and needy. Over the past ten years, Friends of Hawaii Charities, Inc., with Sony Open charity partner, The Harry and Jeanette Weinberg Foundation, Inc., raised and distributed more than $10,000,000 to over 350 Hawaii not-for-profit organizations.

Friends of Hawaii