CEO says Sony is developing new TV

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NEW YORK, Nov. 12 (UPI) -- Sony Chief Executive Officer Howard Stringer said the Japanese electronics giant was aiming to take the next step in the development of the television set.

At an event sponsored by The Wall Street Journal, Stringer said, "That's what we're all looking for. We can't continue selling TV sets (as per usual). Every TV set we all make loses money."

Stringer did not provide details on what direction the next generation television might take, The Daily Telegraph reported Saturday.

"There's a tremendous amount of R&D going into a different kind of TV set," Stringer said.

PCWorld said Stringer was convinced that Apple under recently deceased founder Steve Jobs, was working on a new form of television.

In a recently published authorized Jobs biography, author Walter Isaacson quotes Jobs as saying, "It will have the simplest user interface you could imagine. I finally cracked it." referring to an industry Holy Grail, which is to make a salable television that is fully integrated with the home computer.

Sony's current strategy, The Wall Street Journal said, is to develop a "four-screen" program, which would allow consumers to synchronize a variety of content through their computers, mobile phones, game platforms and tablet computers.

Stringer, at the event, had a compliment for Apple. "The beauty of the iPhone is it's really well organized," he said.