NEW YORK and LAS VEGAS, January 6, 2010 – Sony’s new global brand message, “make.believe” (pronounced ‘make-dot-believe’), which was formally introduced by Sir Howard Stringer, Chairman, CEO and President of Sony Corporation, at IFA in Berlin last September, debuts publicly in North America today at the 2010 Consumer Electronics Show in Las Vegas.

The make.believe initiative is not a traditional advertising campaign or slogan. It is a platform for engaging consumers with the world of Sony in entirely new ways, and marks the first time in the Company’s history that it has had a unified global brand message across all of its businesses, from electronics to entertainment to network services.

make.believe reflects the innovative spirit that exists within Sony, and how that spirit translates into game-changing products, technologies, content and services that empower and inspire consumers.

“The evolution of our products, coupled with the rapid changes in global business, makes it clear that we must look at our relationship with our customers in a very different way,” said Mr. Stringer. Through make.believe, Sony aims to facilitate an authentic two-way conversation with consumers that will enable all of us to share in the creative experience, and inspire one another across all forms of content and technology.”

The philosophy behind make.believe is simple: Believe that anything you can imagine, you can make real. “Believe” represents ideas and ideals, while “make” represents the ability to turn those ideas into reality. The dot in the middle is the place where inspiration meets creativity, where creativity meets reality.

A central element of the make.believe initiative is a series of videographies, videos approximately 90 seconds in length that feature real people telling their true stories of how Sony, in some way, large or small, helped make their dream a reality. The people featured in the short films comprise a diverse group of professionals and amateurs, and even Sony employees, all of whom volunteered their time to participate.

Over the coming months, make.believe will roll out – primarily online – on a variety of platforms that will provide significant opportunity for consumer involvement. Initial elements include a make.believe channel on Crackle (www.crackle.com), Sony Pictures Entertainment's premium online video network, that will feature the make.believe videographies and invite consumers to share their own make.believe stories. Additionally, make.believe will have a significant presence on other Sony platforms such as MyPlay, FEARnet, PlayStation® Home, PlayStation®Network and on Crackle in connection with the new Web series, The Bannen Way, as well as outside channels including YouTube and Facebook. The make.believe message will also appear in Sony promotional materials, product packaging and retail outlets across the region.

Additional information about make.believe and content related to the initiative can be found at www.sony.com.

About Sony Corporation of America
Sony Corporation of America, based in New York, NY, is a U.S. subsidiary of Sony Corporation, headquartered in Tokyo. 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 companies in the world. Sony's principal U.S. businesses include Sony Electronics Inc., Sony Pictures Entertainment Inc., Sony Computer Entertainment America Inc., and Sony Music Entertainment, one of the largest recorded music companies in the world. Sony recorded consolidated annual sales of approximately $78.9 billion for the fiscal year ended March 31, 2009, and it employs 171,300 people worldwide.