Mr. Stringer declined to discuss details of what Sony has on the drawing board, but said, "There's a tremendous amount of R&D going into a different kind of TV set." He added that he has "no doubt" Apple's late leader Steve Jobs also was working on changing the traditional TV set.
"That's what we're all looking for," said Mr. Stringer. "We can't continue selling TV sets [the way we have been]. Every TV set we all make loses money."
Sony said last week that it expects a loss of more than $1 billion in the fiscal year through March, in part because of its struggling television business, which has been a thorn in its side for close to a decade. The business has bled red ink because of plunging prices and declining demand.