Sony Bravia W-Series KDL-40W3000 40-Inch 1080p LCD HDTV

Full HD 1080
There are a lot of ways to define high-definition but BRAVIA Full HD means you're getting the best resolution that high-definition has to offer consumers. With Sony BRAVIA W Series HDTVs, Full HD 1080 means 1920 x 1080 pixels5 and 1080p video inputs. Your lifestyle demands the best in high-definition and with BRAVIA Full HD 1080 products you get it.

1920 x 1080 Panel Resolution
1920 x 1080 Panel Resolution --- When it comes to high-definition TV the pinnacle of performance is achieved by using 1920 x 1080 display panels. And BRAVIA W Series televisions have them. Full HD 1920 x 1080 panel resolution with over 2 million pixels 5(more than twice that of 720p HDTV) is exactly what you need to reproduce the 1080p content that can be delivered by our cutting edge 1080p Blu-ray disc player.

10-bit Processing and 10-bit Display
While it's great to state that a TV is capable of creating billions of colors it's a whole lot better when you have a display that can actually display them. That's the logic behind Sony's 10-bit processor and 10-bit display. Sony follows 10-bit processing with a 10-bit panel, allowing 64 times the levels of color expression than an 8-bit panel. What that translates to is smoother transitions from color to color and subtle color changes faithfully reproduced.

BRAVIA Engine EX Full Digital Video Processor
The BRAVIA Engine EX full digital video processing system is based on Sony's famous BRAVIA Engine video processing system.

Live Color Creation System featuring WCG-CCFL
Decades of television know how allow us to realize that an LCD TV is more than just the panel; it's actually a system. Uncompromised picture quality starts with combining carefully chosen components and circuits to optimize system quality, among these are the color creation and processing functions. That's what Live Color Creation is all about. It starts with the BRAVIA Engine EX video processing system, which enhances primary colors and corrects half-tone colors for natural overall color. Next, a WCG-CCFL backlight using Sony's phosphor formula delivers a specific spectrum of light designed to work with our specially formulated color filters. The combination of these three components creates deep, deep blues and natural greens for overall colors that draw you right into the picture.

Advanced Contrast Enhancer (ACE) Function
Sony's Advanced Contrast Enhancer (ACE) builds on our excellent on-contrast ratio performance of 1,800:11. A Dynamic Contrast Ratio of up to 16,000:12 is achieved by using real-time image processing to adjust the contrast along with optimizing backlight levels. But rather than focus on the "numbers", Sony focuses on actual picture performance avoiding exaggerated blacks where detail can be lost. ACE translates to blacker blacks in darker scenes, as well as better shadow detail in other scenes for a difference that you can see.

x.v.Color technology
BRAVIA HDTV's performance has now advanced to the point that the color range can be defined by limitations in the original video source, rather than the TV. Thanks to the adoption of a newly approved international color standard called xvYCC (an option in the HDMI v1.3 spec and which Sony participated in creating), the color space has been greatly expanded. 1.8 times as many natural colors as existing HDTV signals will now be faithfully reproduced. x.v.Color is the name Sony has chosen to promote video products that include xvYCC capability. x.v.Color enabled products can now offer more accurate color reproduction and natural colors.

24p True Cinema (24p Input Capability)
Many movies are filmed at 24 frames per second (fps) and prime time TV programs are video taped at 24p. Seizing on an opportunity, some studios are taking a purist approach and encoding high definition video content such as Blu-ray Disc in 24p. Sony wisely takes advantage of this by including 24p output capability on their BDP-S1 Blu-ray Disc player. It makes sense that select 2007 BRAVIA TVs will include 24p input capability. The benefit? Images are smooth and natural looking. Once you experience 24p video it will be hard to view video without it.

DMex - Ready (Digital Module Extender)
Sony's Digital Media Extender (DMex) ready televisions offer a digital connection path for the addition of the optional modules like the new BRAVIA Internet Video Link. 6 With innovative DMex expansion capabilities featuring the Emmy award winning XMB user interface, select 2007 models are not merely TVs, but powerful entertainment platforms that not only meet your needs today, but expand easily to meet tomorrow's needs as well.

Xross Media Bar (XMB) interface
When was the last time you saw an on-screen display that was fast, fun and easy to use? Sony's award-winning Xross Media Bar (pronounced Cross) provides a logical and fast way to access set up menus, user controls, and more. The on-screen display comes to life by pushing the XMB menu button on the remote. Navigation through the menus is smooth and fast.

BRAVIA Theatre Sync technology
Sony created BRAVIA Theatre Sync to go beyond basic digital audio and video transmission. Based on the HDMI-CEC function. BRAVIA Theatre Sync will be included on select BRAVIA Theatre home A/V systems and components. This useful function reduces the hassle and time consuming job of powering up, routing signals, etc. to the simple push of one button.8 Sony calls this nifty feature BRAVIA Theatre Sync. Here's how it works. Want to play a DVD on your Sony A/V system? Easy, just push PLAY on the BRAVIA HDTV remote and everything is taken care of for you. Even when the system is off! Want to change from TV sound to digital surround sound through your Sony BRAVIA Theatre A/V system? Just one push of the Theater Sound button on the remote and voila, surround sound through your system. Want to power down everything once you've finished enjoying it? Push one button and the TV and A/V system powers down. BRAVIA Theatre Sync helps make things a whole lot easier to operate.

S-Force Front Surround
Built around a sophisticated set of Sony algorithms, the S-Force Front Surround enhancement function generates realistic surround sound from the two speakers in the TV. Unlike some other "virtual surround" technologies, sound does not need to be bounced off of side walls or other surfaces to hear three-dimensional sound. No matter what the size or shape of the room it's possible to hear sounds from behind you.