Next month Sony plans to ship a device for streaming Web video to a high-definition TV, launching the company’s first challenger to the Apple TV. First announced at CES earlier this year, the Bravia Internet Video Link will retail for about $300, and will stream video over a broadband connection to compatible Sony Bravia HDTVs.

Aldo Cugnini
Analyst

The device connects to the television via USB and HDMI ports, mounting directly to the back of these Sony sets, which carry a bracket for holding the paperback book-sized device. Content, which includes Internet video programming, music videos, movie trailers, user generated videos and RSS feeds, can then be accessed directly on the TV without the use of a personal computer.

In operation, the module enables access to video programming, including high-definition content, which is accessed through the TV’s remote control. Content will be available only from Sony’s movie and music divisions, or through partners like Yahoo, Time Warner’s AOL, and Grouper. More partnerships will be announced at a later date.

Apple-TV, by contrast, draws its video from a Web-connected PC, and has built-in storage. Similarly, Microsoft’s Media Center Extender and MSN TV 2 can pull video from a PC, while the latter can directly access the Internet by using MSNTV, a monthly paid service. Other competition includes the Netgear Digital Entertainer HD and the Sling Media SlingCatcher, both designed to move video from a PC to a TV.

Sony has apparently decided not to include Web surfing in the device. According to Sony spokesman Greg Belloni, "We found that people don’t want to surf on their televisions, and they don’t want to read e-mail, but they do want to watch video." Nonetheless, some form of content surfing must be provided, so Sony has provided the PS3-style XMB (Cross Media Bar) interface that enables users to navigate through a series of menus to browse and play videos. Pause, fast forward and rewind are also provided by means of the TV’s remote control. Josh Felser, co-founder and co-president of Grouper Networks, said that Grouper will "edit" and filter user-generated content posted at Grouper’s website. Felser added, "The free, open and democratic Internet world still exists." But for the so-called "lean-back" TV experience, Internet video content should be made easier for watching, he said.

A majority of Sony’s 2007 television models are planned to be BRAVIA Internet Video Link-ready. The module and televisions are available direct from Sony at www.sonystyle.com and at Sony Style retail stores in fashion malls around the country, as well as at authorized retailers nationwide.

Does the box allow a user to view their own video stored on a PC or other home-network storage device? Apparently not. Can the device be used with a non-compatible TV? Again, the answer is no. And what about online content from non-participating sources? Well, you’re starting to see my point. Once again, the big players are bent on providing a "walled garden" experience, not just with hardware, but especially with content. A proprietary device has the potential for monopolizing the home complement of products, but only if that device provides clear value that can’t be attained elsewhere. In this case, Sony is not out to sell hordes of these interface devices alone. They want to have a compelling reason for people to buy the TV, which is valued at perhaps 5-10x that of the device-and have a way to deliver eyeballs to advertisers (you don’t think that people are going to get access to Sony Pictures content for "free," do you?).