On Tuesday, Sony unveiled a new upmarket brand called "Qualia", with the first products in the range including "a high-definition home theater projector for 2.4 million yen ($20,300), a 36" Trinitron super-clear television for 1.3 million yen ($11,000), and a digital camera that can fit in a shirt pocket but has two mega-pixel capacity - and a 380,000 yen ($3,200) price tag." . Qualia will initially only be available in Tokyo and Osaka, but Sony plans to take the brand overseas as soon as possible.

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