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Sony to emphasize Blu-ray in Christmas PS3 marketing

on 21 September 2007

Sony has stated that it aims to increase its marketing endeavours for the PlayStation 3 this Christmas, by placing emphasis on the consoles additional functionality as a Blu-ray player.

Speaking with FT.com, Sony Computer Entertainment President, Kaz Hirai, commented: "The PS3 is first and foremost a videogames machine but we want to say – by the way, it's a great Blu-ray player as well.”

Hirai explained that the company would be working closely with Sony Pictures and Sony Entertainment, conceding that it was a “balancing act” to market the console as both a videogames machine and multimedia entertainment device.

Finally, he reiterated that there are currently no plans to lower the price of the machine, adding, "Going aggressive only on price without being able to back it up with content doesn't make a whole lot of sense to me.”