WEYBRIDGE, UK--(Marketwire - September 23, 2008) - According to new research from Israel's Bnai Zion Medical Center, an estimated 100 million people suffer from headaches associated with air travel each year. Almost 20 percent of people who reported flight related headaches said they suffer headaches every time they fly. (1)

For business travellers, a headache means that they arrive at their destination feeling stressed, agitated and unable to perform at their best. By blocking out the loud engine noise experienced inside an aircraft cabin, noise cancelling headphones can not only help travellers to sleep, they also help to eliminate one of the key causes of flight related headaches and ensure a more comfortable and relaxing journey.

Sony's MDR-NC500D is the world's first set of digital noise cancelling headphones, capable of eliminating up to 99 percent of ambient noise -- the best noise cancelling performance available. Up until now, all noise cancelling headphones have been built on analogue technology but the MDR-NC500D headphones use digital processing and advanced artificial intelligence to more accurately block unwanted noise in different environments.

Vlad Levitsky, European Product Manager for Sony Headphones, said "Our aim with the MDR-NC500D headphones was to push noise cancelling technology into the 21st century, delivering a dramatic performance improvement over the old analogue technologies that are still used in all other models. Business travellers using the MDR-NC500D headphones will experience a much more peaceful and enjoyable journey, with significantly higher audio quality than ordinary noise cancelling headphones. As a result, they may be less likely to suffer from headaches and may get more rest during the flight."

Sony MDR-NC500D headphones virtually eliminate low frequency ambient noise, whether the wearer is listening to music or just seeking some peace and quiet, and they automatically switch between three different noise cancelling modes to provide the best results for different environments (aircraft, office, or bus). With large 40mm drivers and with an in-built Digital Noise Cancelling Software Engine the headphones also deliver excellent quality sound reproduction.

An adapter is supplied for connecting the headphones to an aircraft's entertainment system, which allows passengers to enjoy the in-flight movie with a far higher quality and clarity of sound than ordinary headphones, free from the drone of the engines. The internal Lithium-ion rechargeable battery provides 16 hours of use and can be supplemented with a pair of AA batteries to last for the longest of journeys.

Availability

The MDR-NC500D and MDR-NC40 noise cancelling headphones are available to order now at www.sonystyle-europe.com.

(1) Source: August 2008 edition of Cephalalgia 'An International Journal of Headache'

NOTES TO EDITORS

Environmental Info

Sony is engaged in a constant review of its manufacturing, operational and business practices to ensure that its products are developed in an environmentally responsible way. This approach can broadly be divided into three areas:

PRODUCT: Extended user documentation is provided electronically to reduce paper use.

PROCESS: The packaging uses recyclable paper to reduce the impact on the environment.

PLANET: Sony is determined to lead the way as a responsible manufacturer, and as a result we are focussing on three key areas of investment:

1. Reducing CO2 gas emissions
2. Increasing the percentage of renewable energy used in manufacturing
   facilities
3. Minimising the resources used by our factories in manufacturing

About Sony:

Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world's leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.44 billion (yen 8,871 billion) for the fiscal year ended March 31, 2008, based on an average market exchange rate for the same period of yen 160.0 to the EUR. It employs approximately 180,500 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 12.73 billion (yen 2,328 billion) for the fiscal year ended March 31, 2008. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 9.55 billion for the same period.

For more information on Sony Europe, please visit http://www.sony-europe.com and http://presscentre.sony.eu/

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