http://biz.yahoo.com/prnews/050822/lam047a.html?.v=1

From this point forward, Sony high-definition flat-panel LCD TVs in North America will carry the BRAVIA logo. The first models to carry this new sub-brand will be five LCD TVs ranging in screen sizes from 26- to 40-inches.

They've also started a "consumer education" website for info on HDTV here:

http://www.sony.com/HDTV

I would have liked to see "VVVega" virst.

EDIT: "first", not "virst". :)