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PlayStation Makes History With NZ's First HD TV Ad

PlayStation Makes History With NZ's First HD TV Commercial

Blockbuster title, MotorStorm® Pacific Rift, set to usher in new era of HD quality commercials in New Zealand broadcasting environment

NEW ZEALAND, Monday, November 17, 2008: Sony Computer Entertainment will make history this evening when the first high definition (HD) television commercial (TVC) is broadcast on New Zealand screens.

The commercial, for PlayStation's Christmas blockbuster title: MotorStorm Pacific Rift, a high action game featuring off-road racing and stunning high definition graphics, will air as a 30" second spot on TV3 today, Monday, 17 November at 9:10pm, during the movie Inside Man.

"As one of the most innovative technology companies in the world and a leader in HD content, we're looking forward to showing Kiwis the quality and clarity of graphics they immerse themselves in when playing games on the PS3„¢," says David Hine, General Manager, Sales and Marketing, Sony Computer Entertainment New Zealand Limited.

"Quite simply, the time is right for us to usher in a new era and set the benchmark for TVC's in this country. The public's consciousness, appreciation and ability to view HD content has grown to the stage where an innovation such as this has become possible," he adds.

"Freeview HD launched in April earlier this year and Sky TV's HD service arrived shortly thereafter and so the combined reach amounts to access in approximately 60,000 homes around the country. This provides us with a large and receptive audience to showcase the stunning experience of HD gaming," he concludes.

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Set on a beautiful Pacific island, with a lush rainforest, boiling lava and shimmering water effects all rendered in crystal clear HD, MotorStorm Pacific Rift was an obvious choice to showcase the graphics of the PLAYSTATION®3.

Produced by TBWA\London and adapted for local use by TBWA\Whybin, the entire commercial was shot and produced in HD.

Ends

Notes to Editors:

For more information on PlayStation or to arrange an interview with David Hine, General Manager of Sales and Marketing, Sony Computer Entertainment NZ Ltd information please contact:

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About Sony Computer Entertainment New Zealand:

Based in Auckland, Sony Computer Entertainment New Zealand (SCENZ) is responsible for the distribution, marketing and sales of PLAYSTATION®3, PlayStation®2 and PSP„¢ (PlayStation®Portable) software and hardware in New Zealand.

Since the PLAYSTATION 3 launch on 23 March 2007 in New Zealand, over 44, 000 consoles have been shipped and after seven consecutive years as New Zealand's number one game console, over 498,000 PlayStation 2 consoles have been shipped. PlayStation Portable has also enjoyed strong results in New Zealand with over 129,000 units shipped to date, placing the PlayStation Portable in the number one spot for portable gaming consoles in New Zealand (figures to 15th March 2008). For global figures, please refer to the Sony Computer Entertainment Europe information below.

For more information on PlayStation products visit www.playstation.co.nz.

About Sony Computer Entertainment Europe Limited:
Sony Computer Entertainment Europe (SCEE), based in London, is responsible for the distribution, marketing and sales of PLAYSTATION®3, PlayStation®2 and PSP„¢ (PlayStation®Portable) software and hardware in 102 territories across Europe, the Middle East, Africa and Oceania. SCEE also develops, publishes, markets and distributes entertainment software for these formats, and manages the third party licensing programs for the formats in these territories. Since the launch of PLAYSTATION 3 in November 2006 and the end of January 2008, over 10 million units have been sold globally and continue to be sold at a record level. Between the beginning of April 2006 and the end of January 2008, over 26 million PlayStation 2 consoles have been sold worldwide, continuing its position as one of the most successful consumer electronic products in history. Between the beginning of April 2006 and the end of January 2008, over 20 million PSP systems have been sold worldwide.

More information about PlayStation products can be found at www.playstation.com or visit the Virtual Press Office at www.scee.presscentre.com.

PlayStation, PSP and the PlayStation logo are registered trademarks of Sony Computer Entertainment Inc. UMD (Universal Media Disc) is a trademark of Sony Computer Entertainment Inc. All other trademarks are property of their respective owners.

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