GTC Patron Sony returns to ISE this week to demonstrate how its technology enables creativity to flourish and transforms the way people connect, learn, and collaborate across corporate, retail, education, and production spaces. It will debut several exciting new products and solutions, including the Crystal LED S Series and the BRAVIA Professional Displays BZ-P series, along with the new end-to-end immersive Spatial Reality Display (SRD) system in collaboration with Ameria. Sony also unveils new firmware updates for its PTZ Auto Framing cameras with built-in AI analytics, the SRG-A40/A12 V4.0 and BRC-AM7 V3.0.
Based in Hall 3, Booth 3E300, Sony’s presence at ISE 2026 is underpinned by a commitment to create smarter, more inspiring and eco-conscious spaces. From immersive digital experiences in retail to efficient hybrid work environments and next-generation content production for corporates, Sony’s portfolio of high quality, reliable, and sustainable solutions illustrates how professional AV can empower creativity while improving user experience, operational efficiency and lowering carbon emissions.
Sony will demonstrate how sustainability continues to be a guiding principle across the business, with the Sony Group Green Management 2030 initiative setting several medium-term targets taking effect from 2026 through 2030, including cutting overall greenhouse gas emissions across its value chain by over 25% and powering all its operations with 100% renewable electricity by fiscal year 2030.
Built around a New Product Aisle, visitors to the Sony booth will have the opportunity to explore a series of immersive, hands-on zones that bring real-world applications to life. Each environment is designed to demonstrate how Sony’s solutions can enhance creativity, communication, and collaboration.
Rik Willemse, Head of Sony Professional Displays & Solutions Europe, comments:
“This year at ISE, we look forward to presenting a raft of recently launched new products – including 16 revamped BRAVIA Professional Displays – that further strengthen our expansive pro display lineup. Launching the Crystal LED S Series and the BRAVIA BZ-P series together represents a strategic move to bridge the gap between our BRAVIA Professional Displays and dvLED products, helping us address an even greater range of customer needs while providing the consistency they are looking for.
“The new firmware updates for our PTZ cameras demonstrate the continued evolution of our advanced AI auto framing technology, which is a key part of our offering to the education market. We couldn’t imagine a better platform than ISE for the first public debut of these products and firmware upgrades, as well as our new Spatial Reality Display collaboration with Ameria that takes us into a new era of customer engagement.
“Our whole team is ready to welcome guests to our booth, proudly demonstrate our new products, answer questions and share their knowledge, expertise and market insights.”
Norbert Paquet, Head of Live Production Solutions at Sony, adds:
“Last year at ISE, Sony’s Media Solutions team showcased our content production solutions for the first time – and this year it was an even easier decision to return. Over the course of the last 12 months there has been a marked trend towards professionalising audio and video production for content creators outside of the traditional broadcast sector, whether it’s for streaming live events, creating high-impact commercial content, producing engaging training materials or podcasts. They are recognising that it’s such a powerful way of elevating their brand and differentiating themselves within the market.
“We look forward to speaking with visitors and sharing experiences of how the concept of live production is evolving. As a company, we are at the forefront of this shifting market, helping creators of all sizes capture and deliver professional-quality images and sound to produce richly immersive, spatial and engaging live video content.”
New firmware updates for Sony PTZ cameras
Sony announces new firmware updates for its PTZ Auto Framing cameras with built-in AI analytics– the SRG-A40/A12 V4.0 and BRC-AM7 V3.0.
Ideally suited to the education sector, these updates add more framing options and advanced control settings, giving users greater flexibility in daily operation. They include a Basketball Framing Mode designed for school sports games.
SRG-A40/A12 V4.0 – Expected to be available from April 2026
This update delivers highly requested features and addresses key operational challenges for education users, including:
- Ball Sports (Basketball) framing mode for school sports games
- Live view overlay for Tracking Range and Fixed Angle Position
- Improved Face Registration by uploading photos
- Closer Close-up framing
- Support for Cisco fixed IP mode for easy integration
BRC-AM7 V3.0 – Expected to be available from April 2026
Delivering major AI auto-framing enhancements and improved image stabilisation, this update supports more dynamic productions and operations.
- Ball sports (basketball) framing mode for school sports games
- Live view overlay for defining tracking range
- Flexible pan/tilt/zoom sensitivity and speed settings for PTZ Auto Framing
- Optical image stabilisation for clear recordings
Sony’s PTZ cameras will also be showcased at Sony partners’ booths.
Sony evolves large display lineup – the BZ-P Series
To coincide with ISE, Sony has launched 16 completely redesigned BRAVIA Professional Display models – the new BZ-P Series. They provide superior image quality, excellent visibility, elevated performance and improved energy efficiency, with a superior EPREL rating and pending EPEAT certification.
Comprising the BZ40P flagship models, BZ35P enhanced options, and BZ30P core offerings, the BZ-P Series ranges in size from 43-inches to 85-inches and features Deep Black Non-Glare technology with a premium 47% anti-glare option or a standard 25%. All models benefit from Sony’s impressive AI-powered XR signal processing for accurately depicting images, text, and details with realism and vibrancy and offer brightness between 400-700 cd/m2. Usage of Sony’s own recycled plastic SORPLAS™ has more than doubled, to a maximum of 43%, and power consumption is up to 31% lower than the BZ-L series.
The 4K HDR portfolio is suitable for a range of uses in corporate, higher education, retail, and transportation spaces. It is expected to be available in summer 2026 and will be showcased in the New Product Aisle on Sony’s booth.
Crystal LED S Series – a mid-market addition to the direct view LED display family
Alongside the new BRAVIA Professional Displays, Sony has unveiled two new Crystal LED models, the ZRD-S12G and ZRD-S15G. Designed to deliver inspiring visual experiences that offer value, while enabling creativity, they are optimised for corporate settings, educational institutions, and commercial facilities. The S Series provides high visibility even in bright environments thanks to its outstanding brightness (800 cd/m2 brightness, with the same anti-reflection surface technology in Sony Professional Displays’ BH Series), accurate natural colour reproduction and low reflection.
Users also benefit from high image quality, flexible integration capabilities and streamlined installation (due to its slim cabinet – approximately 45 mm/1.8 inches), long-term reliability, and a lower Total Cost of Ownership due to energy efficient operation.
The Crystal LED S Series will be available in late spring 2026.
Sony and Ameria collaboration – an end-to-end immersive display system
Sony recently announced a new collaboration with Ameria to deliver one of the world’s first end-to-end 3D gesture-controlled immersive display solutions for the retail, corporate and education markets. The unified hardware–and–software package is designed to unlock the full potential of immersive 3D visualisation on Sony’s SRD – the ELF-SR2 model, an innovative glasses-free 3D display that delivers ultra-realistic visuals. With Sony’s SRD and Ameria’s StarKit, the new offering makes immersive content simple to manage and easy to deploy, enabling users to upload, organise and present existing 3D assets in minutes. Sensors track hand movement in real time and allow users to interact with 3D content without touching the screen, creating an intuitive and engaging experience ideal for customer-facing environments.
This will be the first time the full workflow will be demonstrated as a unified system. Visitors can experience live demonstrations of gesture-controlled 3D product exploration, interactive signage scenarios, and real-time content-management workflows.
Units are expected to be available after ISE.
Home cinema presence
Sony BRAVIA projectors will be showcased at ISE at partner booths. Location details can be obtained from the Sony booth reception and on the information screen.
Sony’s Adrian Bond, Product Marketing Manager for B2B BRAVIA and Home Cinema Projectors, will take part in a panel discussion on “What’s Next For Home Entertainment?” at 12:00– 12:45 on Friday 6th February on the Smart Home Technology Stage.
For more information please visit pro.sony/ISE.
