Hi everyone! We've just got into the event and are getting settled. What does everyone want to see?
There's a lot of Apple-esque cheering from the Sony employees. Ow, say our ears.
But maybe we'll see it again
Samsung, of course, is widely expected to announce a smartwatch later today. We'll be liveblogging that event, too, w/ a preshow starting at 9 a.m. PT / 12 n. ET.
A huge crowd packed in here. Now the clapping has become co-ordinated. A bit menacing, to be honest.
We've got a great seat, right up near the front. We'll be able to see every pore on the face of every Sony executive, and expect some great pictures, too.
Two minutes 'til kick off, folks. Tell us what you think Sony needs to do to beat the likes of Samsung and Apple.
The music has died down... lights down, here we go!!
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We're watching a video of handsome people enjoying Sony phones. Pretty standard stuff.
Kazuo Hirai has taken the stage, he's president and CEO. He is very rich and important, and he's thanking us for our attendance.
'We must inspire and fulfill the curiosity of people around the world', Hirai says.
He's talking up his strategy for Sony. Innovation and design are front and centre.
Sony's cinematic offering is getting an airing first. Smurfs 2 and, er, the One Direction film, all thanks to Sony.
Now Masaru Tamagawa is on stage, he's the president of Sony Europe. We're expecting some figures on how Sony is doing.
Mr Tamagawa looks happy to be here
Last year he broke his leg just before IFA and couldn't come up on stage! Aw.
'Product by product we are bringing devices to Europe that are meeting and exceeding expectation', Tamagawa says.
He's talking about awards that Sony has won. Come on, get to the new stuff!
"We must show that Sony can offer technologies that make life easier for customers', he says.
Now we're talking 4K -- still a very new technology, and expensive.
'Sony Europe is making steady progress' he says, and now he's off the stage again, replaced -- once more -- by Hirai.
We're going to see new cameras, TVs, audio and... wait for it... mobile.
The first new product is the Cybershot RX1R camera.
'It's perfect for capturing panoramic landscapes', Hirai says. Meanwhile there's the Cybershot RX100 Mark II. 'Extraordinary light sensitivity'.
Sony is making some great cameras at the moment, and these new models look just as good.
The NEX 5D is also new, though it was announced last week. It has Sony's own image processing, and full HD video.
He's talking about sharing photos using a camera's touchscreen. 'You could be at a birthday party of a gathering and share that shot with just one touch.'