We're at IFA at the Sony press conference, where Sony CEO Sir Howard Stringer reckons the "3D train is on the track -- and we're the ones to drive it home." 3D is Sony's big push, but we're more interested in the announcement of a movie-download service for PS3 and PSP, via the PlayStation Network.
Sony has announced its first 3D-compatible Bravia LCD TV, to arrive in 2010. It promises a high frame rate and 1,920x1,080 pixels per eye to give what Sony describes as "high-definition, high-quality 3D images". 3D-enabled Blu-ray players are set to follow and even the PS3 will be involved.
We're shown the trailer for 3D movie Cloudy With a Chance of Meatballs, which includes burgers falling from the sky straight at the camera.
From the sample footage shown off here, live football looks rubbish, unless players run right up to the camera, but games and nature programmes look great in dimensional triplicate.
After Sony's recent restructuring, Sir Howard today also unveils a new global motto for the company: 'Make Dot Believe'. Who's Dot? Sir Howie's gran back in Wales? Oh, hang on, sorry, it's 'Make.Believe'.
PlayStation Network's video-delivery service for Europe will allow you to download and rent moviefilms to PS3 and PSP, and transfer them between the two.
PSN has all the major studios on board: Sony, Warner Bros, Universal, Paramount, Disney, MGM, Lionsgate, and local networks. It'll kick off this November.