Sony CEO Howard Stringer and Sony Electronics president Stan Glasgow kicked off the company's CES 2010 keynote address by extolling the virtues of everything 3D.
"Our goal is to become the undisputed global leader in 3D," said Stringer. "That is why we are fully immersed in every link of the 3D value chain."
According to Stringer, Sony has committed itself to developing a television network devoted exclusively to 3D programming. The network - known as Discovery Sony Imax 3D - is expected to launch sometime during 2011.
Glasgow also noted that Sony is constructing a 3D technology center in California, as well as a grand "3D experience" in MGM Grand Las Vegas.
In addition, Glasgow confirmed that that Sony 3D cameras will film future World Cup and future PGA tours.
Meanwhile, Kazuo Hirai of Sony's Computer Entertainment division made a brief cameo appearance to assure the audience that future PS3 firmware updates would allow the increasingly popular console to play both 3D Blu-ray movies and games.
Finally, Stringer unveiled Sony's new line of 3D capable Bravia LCD televisions and Blu-ray players.
The new television models - ranging in screen sizes from 60 to 22-inches - will feature built-in Wi-Fi (802.11) for easy access to Bravia Internet video, Bravia Internet Widgets and personal content via Digital Living Network Alliance (DLNA) certified home networks.
Similarly, the new Blu-ray players are expected to offer support for 3D playback, Wi-Fi Internet connectivity and instant streaming of online video content via the Bravia Internet platform.