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When you’ve exhausted the thesaurus of potential marketing terms, the only option left is to start using a different language. This was Sony’s approach for its new projector, the Qualia-004, part of its new Qualia series. The projector uses three SXRD panels, each with a 1920:1080 pixel resolution. This makes it the first digital front projector capable of delivering the full horizontal and vertical resolution of all high- definition broadcasts. In addition, SXRD, or silicon crystal ("x-tal" in the Sony dictionary) reflective display technol ogy, reduces the interpixel spacing between crystals to create a smoother image with less noticeable picture structure than other digital technologies. The Qualia–004 is expected to retail for about $25,000, not including various Carl Zeiss zoom lens options. And no, Qualia isn’t Austra lian for projector; it’s Latin for quality.

Sony Electronics Inc.
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