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May 2, 2014 by · Leave a Comment 

Sony, whose Trinitron-model TV sets once dominated consumer electronics sales, is hoping to cover momentum as the market for 4K sets heats up, Re/code reported today (Friday). According to the website, Sony has formed a new partnership with Best Buy to push 4K in its stores. The deal will give Sony Experience a “store-within-a-store” visibility at Best Buy, something it is already offering other manufacturers, including Apple, Microsoft and Samsung. However, Sony Electronics’ new president and COO Mike Fasulo clearly does not underestimate the task ahead of him. Fasulo told Re/code that part of the problem is a lack of consumer understanding about just what 4K is, and uncertainty that it’s really better than the HD screens they already have. He said that most of Sony’s marketing will be directed at finding ways to inform the public about the higher performance of those higher-end displays. In a statement, Fasulo said, “The Sony Experience at Best Buy will be an ideal place to inspire, engage and educate consumers about Sony’s home theater products.” Nevertheless, he told Re/code, the cheaper “foundation” TV sets will remain a “cash cow.”