Sony expands DSS market targeting multi-dwelling units

Business Wire, July 1, 1996

PARK RIDGE, N.J.--(BUSINESS WIRE)--July 1, 1996--Responding to growing national interest in DSS(R) (Digital Satellite Systems), Sony Electronics is creating solutions that make it available to multiple dwelling residences, such as apartment buildings and condominium complexes.

Sony has developed a new concept that will allow multiple dwelling units (MDU), such as apartment buildings and condominium complexes, to install Sony-brand DSS system in each unit giving apartment dwellers channel addressability and pay-per-view capability. The system uses a single 24" satellite antenna to provide programming to all units in a building which can, at the same time, receive cable or off-air signals.

"It's estimated that there are more than 25 million American households living in multiple-dwelling units," said Sean Rooney, Director, Diversified Markets, Sony Electronics Inc. "Many of these households are unable to install a DSS antenna for a variety of reasons, such as having no line of sight to the satellite or local or building management restrictions. With the Sony MDU solution, a single dish on the roof can allow all occupants to enjoy the digital clarity and wide variety of programming choices afforded by Sony brand DSS. This is accomplished by working in tandem with the property management or ownership group."

Although each installation will be different, Sony's system follows a basic pattern whereby a single cable delivers both DSS programming and off-air/cable signals. In most cases, the solution will work with a building's existing cable, virtually eliminating the expense and difficulty associated with adding or replacing cable. Each subscribing customer in individual apartments receives the full benefits of Sony brand DSS, including the electronic program guide and pay-per-view capability.

"We expect very strong interest in our multiple- dwelling system from building owners, private cable operators, co-op/condominium associations and tenants. In fact, we already have pilot projects identified, " said Rooney. "Providing Sony-brand DSS is a relatively inexpensive way to add value and prestige to a building in order to attract and retain residents."

Sony-brand DSS products offer ease-of-use capability and advanced consumer benefits, like the Express Navigator(TM) remote control with Direct Tuning(TM) capability and a 32-bit microprocessor, which make navigating through the more than 200 channels provided by programmers DIRECTV(R) and U.S. Satellite Broadcasting(R) (USSB) easier and faster than ever.

The Sony-brand DSS line-up includes two models: the basic model SAT-B1 and the advanced model SAT-A1. The company has also designed a multi-room DSS distribution unit that enables one satellite receiver to feed multiple TVs throughout an apartment or condominium. The unit accepts two video inputs as well as cable or off-air antenna signals and distributes the signals to up to five televisions. The two video sources can be controlled even from another room with Sony's IR/RF Remote Commander(R) remote control.

Sony's Consumer Application Group specializes in sales and marketing to non-traditional, non-retail markets and is part of Sony Diversified Markets, which focuses in business to business opportunities for consumer products. Sony-brand DSS products are part of the Home Audio/Video Marketing Division at Sony Electronics, which has annual sales approaching $9 billion. A recent Harris Poll survey found Sony to be America's best brand, noted for such product developments as the MiniDisc digital audio system and Trinitron(R) television technology.

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