In an exclusive interview with Commercial Integrator as part of the InfoComm 2026 spotlight, Rich Ventura, vice president, Sony Electronics Inc., professional display solutions, reflects on the company’s strong InfoComm 2026 showing.
According to Ventura, Sony’s booth covered five standout areas: versatile BRAVIA Professional displays, scalable Crystal LED displays, new PTZ cameras, engaging demonstrations and robust partnerships to support solutions for hybrid workspaces, classrooms, public venues and retail environments. He reiterates how the booth’s depth and breadth reinforces Sony’s position as a full-ecosystem AV provider.
Interview with Rich Ventura
Read the whole interview below to learn more about Rich Ventura‘s breakdown on Sony at InfoComm 2026 and what it means for integrators.
Commercial Integrator: If you had to narrow the InfoComm 2026 presence down to a “Top 5” list, what would be the biggest highlights from the Sony booth this year?
Rich Ventura: With regards to our InfoComm presence, our number one is: We spent a long time talking with our customers and partners to best understand where we needed to evolve our portfolio. From these discussions and partnerships, we launched the Pro BRAVIA BZ-P Series of professional displays featuring 16 new 4K HDR models, ranging from 43 to 85 inches with up to 700 nits of brightness, across BZ40P (flagship), BZ35P (enhanced), and BZ30P (core) lines.
The major advancement we made was to enhance all models with our Deep Black Non-Glare (DBNG) features. With the BZ40P, we continued with our Deep Black Non-Glare Premium technology, and our new BZ35P and BZ30P have added the Deep Black Non-Glare Standard to round out the portfolio and give multiple levels of anti-glare and crisp image quality to the lineup.
For our integrators, the BZ-P Series offers strong benefits through flexible installation, reliable commercial performance and simplified system integration. Professional control capabilities, AV compatibility and scalable management help integrators deploy displays efficiently across all vertical environments.
With this line, we focused not only on technical evolution but also our physical appearance with the 43-65 inch BZ-P-Series models having edge-lit technology allowing their depth to decrease from 2.8 inches to 1.8 inches, comfortably meeting ADA requirements. The 75- to 85-inch models keep their back-lit technology but add in-chassis hand grips to simplify moving and installing the larger displays.
For those applications requiring additional protection in high traffic areas, the BZ40P and BZ35P Series models provide IP5X dust protection ratings, allowing integrators more robust options that perform in challenging environments.
Number two: our new 135-inch All-in-One DVLED wall, Crystal LED UNIFY, which was announced in advance of the show, was certainly a highlight. UNIFY benefits the integration community by reducing complexity across specification, installation, commissioning and support.
Its all-in-one package includes pre-assembled display units, a control unit and wall brackets, helping integrators quote and deploy DVLED projects more predictably. Additionally, the two-person installation in roughly an hour — with no additional electrical work — lowers labor demands and risk. The Pro BRAVIA-style controls and Sony Device Management Platform compatibility also simplify programming, training and centralized management across mixed Sony display environments.
Front-serviceable design, energy efficiency and protective coating reduce maintenance burden and total cost of ownership, giving integrators a scalable solution for corporate and higher education clients.
Number three: compact new PTZ camera options. The 4K 60p SRG-AS10 (with AI-supported PTZ Auto Framing) and SRG-XS10 make professional 4K video capture easier, more accommodating and less dependent on camera operators. They also feature flexible installation, high quality video capture, extensive protocol support for simplified installation and integration, and 10x optical zoom in 4K as well as up to 20x zoom in Full HD.
These models offer discreet installation in a variety of compact spaces, along with low light performance and natural, smooth pan-tilt-zoom operation.
Moreover, automation enhances the SRG-AS10 model, enabling automatic recognition, tracking and framing of subjects with natural composition.
Number four: demonstrations that showcase the power, accessibility, ease and viability of virtual production for professional applications. Sony is simplifying corporate and education-focused virtual production by packaging our Crystal LED CAPRI with a connected workflow that includes our PTZ cameras, Virtual Production Tool Set and XYN Motion Studio.
This ecosystem approach reduces technical complexity, making it easier for integrators to design, deploy and support scalable solutions for corporate and higher education clients while offering a practical path to bring advanced virtual production into mainstream use.
And finally, number five: Sony worked with 30-plus partners in our booth to showcase true AV use cases and integrations — as well as featured our technologies in the booths of more than a dozen partners across the show floor.
We pride ourselves on collaborating with the industry to provide open, scalable and integrated solutions that meet the needs of our integrators and end users and make specifying Sony a more turnkey and seamless operation.
CI: Among the new products at the Sony booth, which ones do you see generating the most interest from AV integrators, and why?
Ventura: It’s always difficult to choose just one but the new Crystal LED (CLED) UNIFY received a lot of buzz.
Our customers love the pedigree of our CLED lineup and have been asking for a more cost-conscious all-in-one option. With a fixed 135-inch size and a single SKU, the model is easy to set up with minimal manpower and time investment.
CI: What problem is Sony trying to solve for integrators with the new BRAVIA Professional BZ-P Series — especially around brightness, glare control, installation flexibility and total cost of ownership?
Ventura: Sony’s new BZ-P Series of professional displays features Deep Black Non-Glare technology across the full series, which integrators value for the high quality performance and visibility enhancements, especially in challenging lighting conditions. With a thinner, even bezel for ease of integration, an IP5X dust protection rating, the BZ35P and BZ40P models provide up to 31% lower power consumption.
What’s more, our most powerful series of displays yet offers all of these benefits without a compromise in image quality, operation or installation ease.
The flexible and reliable series also supports consistent 4K image quality, dependable operation and professional control features that help integrators and end users deliver, manage and scale low-maintenance solutions that meet client expectations while reducing complexity.
CI: How is Sony positioning the Crystal LED S Series for premium environments such as command centers, collaboration and conference spaces, corporate multi-purpose rooms and applications and high-end retail, and what should integrators understand about where it fits best?
Ventura: Our Crystal LED S Series is our lower cost option for customers seeking the impact and quality associated with Sony’s CLED lineup. Integrators value the S Series’ positioning as an LED wall solution that is easier to specify, install, support and sell for high-impact environments.
This series features Anti-Reflection Surface Technology, which enhances visibility and contrast in brightly lit spaces such as lobbies, boardrooms, meeting rooms and lecture halls. Natural color reproduction and tonal clarity ensure that videos, logos and presentation materials are easily recognizable and clearly understood. The cabinet’s slim design gives greater installation flexibility, even in space-limited areas while its modular LED design supports scalable wall sizes and flexible configurations.
Additionally, the display’s surface coating offers protection against accidental contact, while energy-efficient performance helps reduce the total cost of ownership. The seamless, bezel-free visuals offer the benefits of high brightness, strong contrast, rich color and wide viewing angles, making it ideal for numerous environments in corporate, educational and commercial facilities.
For integrators, that means more freedom to fit the display to the room, the customer’s budget, and the intended viewing distance, while simplifying future expansion or service.
Sony’s display processing also helps deliver consistent color, smooth gradation, sharp detail, and professional-grade performance, giving integrators a more predictable, engaging and consistent experience.
CI: Beyond the products themselves, what InfoComm booth demos or ecosystem stories best showed how Sony is helping integrators deliver complete solutions?
Ventura: At our InfoComm booth, Sony featured a solutions hub which showcased a variety of AV solutions that help implement our display products.
One was our free solution called Zero-Touch Provisioning (ZTP) that allows quick provisioning of Pro BRAVIA BZ-Series displays. For our Device Management Platform demo, we showed the solution across three displays, each simulating real-world deployment in retail, restaurant and transportation environments, bringing both the technical process and practical application to life.
Complementing this core offering, we highlighted ecosystem integration through strategic third-party collaborations: Crestron XiO for customers already invested in the Crestron ecosystem, and Xyte for those seeking unified management across multiple vendor devices.
Together, these elements showcase Sony’s commitment to flexible, scalable remote monitoring solutions tailored to diverse customer needs.
Additionally, we demonstrated Pro BRAVIA, Crystal LED and PTZ cameras with compatible software solutions and tools embedded, showcasing open, flexible and AI-ready platforms that empower developers and system integrators to build advanced solutions with ease.
CI: Can you talk more about Sony’s sustainability initiatives and how that is helping integrators shape their project installations?
Ventura: Sony embeds sustainability into its business strategy, recognizing its importance for both present-day customer value and long-term global impact. From product development through logistics and daily operation, the company applies thoughtful, responsible practices to support meaningful environmental progress through its “Road to Zero” initiative, which addresses emissions reduction, resource conservation, management, and environmental protection.
In digital signage, our professional BRAVIA displays demonstrate this commitment through lower power consumption, the use of recycled materials, reduced packaging, improved energy efficiency, optional accessories that help minimize waste and ECO Dashboard functionality that supports efficient setup and power management.
And I’m proud to share that we’ll soon launch a Pro BRAVIA TCO calculator to help quantify and track this!
CI: Is there anything we have not asked that you would like to spotlight?
Ventura: It’s an exciting time to be in pro AV. We’re seeing everything from the convergence of broadcast and AV and the implementation of AI to the democratization of technology, the continued evolution and IT and pro AV, and the rise of virtual production.
We’re proud to be on the cutting edge of these trends and helping to support and shape their beneficial growth and maturity, alongside our valued integrators.
