It looks like Sony is locked, loaded, and ready to engage the competition on the next-generation TV brand wars on all fronts. It already has its weapon of choice, the HD Bravia TV, and now, it has ad agency Saatchi and Saatchi to bring in the consumers with a budget of US$ 125 million.

Sony's gameplan is simple: Converge most of the digital media products that have anything in common with each other under the "Sony United" paradigm and give them interactive functionality to create a chain effect of consumer action. Everything from its cameras, its TVs, and even its game console PlayStation 3 will have key roles to play to turn us all into Sony addicts.

This will be done in line with the forging of stronger ties with online retail partners that will peddle the Sony goodies. "You'll see partnerships between Sony and our retailers to tell the HD story even stronger than last year," says Randy Waynick, Sony home products division senior VP.

"At Sony it represents a higher-definition experience, whether it's the ability to capture images from one of our latest Cybershot cameras, or from our HD camcorders, and then conveniently be able to edit and customize content on a high-capacity HD notebook," he adds.

The move in advertisement and strategy is expected to expand Sony's market through the synergism between established products and new ones that will be introduced. We'll see how it plays out.