Sony Corporation of America and News Corporation Partner to Program Digital Space in One of the World's Most Recognized Advertising Locations - Times Square in New York City

Sony Corporation of America and News Corporation Partner to Program Digital Space in One of the World's Most Recognized Advertising Locations - Times Square in New York City

Cutting-Edge Technology and Rich Video Programming Pave the Way for Innovative and Interactive Uses of the New Screen First Big Event Will be FOX Sports' Coverage of Major League Baseball's All-Star Game 2010, Broadcast Live in Times Square

NEW YORK, July 13 /PRNewswire/ -- Sony Corporation of America (SCA) and News Corporation will partner to program one of the premier digital video spaces in one of the world's most recognized advertising venues, Times Square in New York City. Utilizing Sony's strengths in technology, content and services, as well as News Corporation's broad news, sports and entertainment assets, a wide variety of innovative and interactive marketing initiatives will be undertaken in the space.

The new 35'x40' state-of-the-art digital LED screen is located at the highly trafficked intersection of Broadway and West 43rd Street. The high-definition screen will feature native 10mm pixel resolution and extremely vibrant color, and will be framed by the News Corporation logo at the top and the Sony logo at the base. ESI Design created the media master plan, including the video templates; the interactive experience for the sign; and the branding motion graphics for News Corporation and its divisions.

The screen's first big presentation will be FOX Sports' coverage of the Major League Baseball All-Star Game 2010, on Tuesday, July 13, broadcast live in Times Square. The broadcast will begin at approximately 8:00 PM, EDT.

In addition to showing rich video content, such as movie trailers, newscasts and commercials, the new screen's technology will bring the interactive consumer experience to an unprecedented level in Times Square. Visitors will be invited to submit responses to poll questions via text messaging; that information will provide a dynamic, real-time snapshot of the thoughts and opinions of the ever-changing Times Square population, a capability that is unique among the area's screens. Visitors could also compete against each other in a real-time PlayStation(TM) 3 game, broadcast live to the screen, or see themselves displayed live in larger-than-life, high-definition video. The sign will be programmed with even more functionality, including the ability of Times Square visitors to send personalized responses to open-ended questions and post photos directly to the screen.

"The Sony brand is one of the most recognized in the world," said Gregg Walker, Senior Vice President, Corporate Development, SCA. "It's appropriate that we're back at the center of Times Square, one of the most popular destinations in the world, to showcase the strength and breadth of Sony's entertainment and electronics assets. The best part of the new arrangement is the creative, interactive experiences we'll be able to create for the public in this extraordinary space.'"

"News Corporation is pleased to continue our longstanding presence in Times Square, offering the world's best in news, sports and entertainment in dynamic new ways to our millions of viewers," said Jack Horner, Vice President, Corporate Affairs and Communications, News Corporation.

Strategic marketing agency Song Plus was engaged by SCA to create short-form, branded, animated content that showcases the scope of Sony's properties on the new screen.

Located in the heart of Times Square--often called "the crossroads of the world"--the screen is estimated to be seen by 1.5 million people daily, according to the Times Square Alliance. It is located on the building where the famed ball drops on New Year's Eve each year and is in the same prime location as was the Company's original JumboTron® from 1990-96.

Certain parts of Times Square near the screen have been converted to pedestrian areas by the City of New York. As a result, people are watching the displays there for longer periods of time than they had before, which offers further opportunities for innovative and creative use of the digital screen.

In addition to placing news updates and their own advertisements, Sony and News Corporation will also sell other advertising in the space.

About Sony Corporation of America

Sony Corporation of America, based in New York, NY, is the U.S. subsidiary of Sony Corporation, headquartered in Tokyo, Japan. Sony is a leading manufacturer of audio, video, communications, and information technology products for the consumer and professional markets. Its motion picture, television, computer entertainment, music and online businesses make Sony one of the most comprehensive entertainment and technology companies in the world. Sony's principal U.S. businesses include Sony Electronics Inc., Sony Computer Entertainment America LLC, Sony Pictures Entertainment Inc., and Sony Music Entertainment. Sony recorded consolidated annual sales of approximately $78 billion for the fiscal year ended March 31, 2010, and it employs 167,900 people worldwide.

About News Corporation

News Corporation (NASDAQ:NWS)(NASDAQ:NWSA) had total assets as of March 31, 2010 of approximately US$55 billion and total annual revenues of approximately US$32 billion. News Corporation is a diversified global media company with operations in eight industry segments: filmed entertainment; television; cable network programming; direct broadcast satellite television; integrated marketing services; newspapers and information services; book publishing; and other. The activities of News Corporation are conducted principally in the United States, Continental Europe, the United Kingdom, Australia, Asia and Latin America.

About ESI Design

ESI Design is one of the world's foremost experiential design firms that creates communication platforms that help clients and their audiences interact through the power of collaboration. ESI clients include GE, Pfizer, Best Buy, and the Statue of Liberty Ellis Island Foundation. For more information, visit www.esidesign.com.

About SongPlus

Song Plus is a strategic marketing agency based in New York City, offering creative and media services to a range of global clients in the consumer, retail, entertainment, travel, pharmaceutical, non-profit, and professional services categories. Song Plus clients include Orbitz, bmi, Cobroxin, and Sokolove Law.

Source: Sony Corporation of America

CONTACT: SCA: Sandra Genelius, +1-212-833-6975 or
sandra_genelius@sonyusa.com; or Sony Electronics: Tom DiNome, +1-201-930-6357
or tom.dinome@am.sony.com; or News Corporation: Jack Horner, +1-212-852-7952
or jhorner@newscorp.com; or ESI Design: Michelle Mullineaux, +1-212-419-9343
or mmullineaux@esidesign.com; or Song Plus: Michelle Fox, +1-212-334-1212 or
michelle@foxgreenberg.com

Web Site: http://www.sony.com/

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