Sony made significant claims and announcements at the ongoing NABShow (April 17- April 23) at Las Vegas, Nevada. Sounding impressive at the NAB (National Association of Broadcasters) convention, Sony claimed that its high-definition technologies continue to be the first choice of broadcasters, news organisations, TV producers, and reality TV programmes.

Speaking at the television technology trade event (NAB Convention), the Senior VP of Broadcast and Production Systems division of Sony Electronics, Alec Shapiro said, "High-quality productions are still very much in demand, and the HD conversion continues in broadcast, as well as education, houses of worship, government, sports and more. Shapiro added, "Sony HD cameras, switchers, displays and decks continue to lead the way, helping TV producers, technical directors, cinematographers, news crews and others bring new and exciting HD content to their audiences and viewers."

Sony announced that it is teaming up with the Dallas Cowboys to provide its high-definition video LCD screens for the professional American football team's new $1.1 billion stadium approaching completion in Arlington, Texas. Jerry Jones, the owner of Dallas Cowboys and general manager, made his appearance at the NABShow to support the Sony's announcement. Jones previewed the new stadium, which is scheduled to open this summer. Sony announced that the Dallas Cowboys' new stadium will feature 3,000 Sony HD displays as well as Sony HD control room and production equipment.

Jerry Jones confirmed that Sony will provide 3,000 Sony LCD screens for the new stadium, which will open with a George Strait-Reba McEntire concert in June. The Sony LCD screens will deliver a unique high-definition video experience to fans. The fans will be able to get great view from every angle, throughout the luxury suites, concourses, concession areas and more. The Sony's technology will help amplifying the magnitude of the video experience beyond the action on the field; it will offer action replays, interviews with players and coaches, and exclusive video content for the stadium's in-house TV network. Jones also confirmed that Sony has been designated as the "Official HD Television" of the Dallas Cowboys.

Jones said, "Our new stadium will be an entertainment destination, and more than just a great place to watch a game. We were looking for the right company to work with on delivering an entirely new type of immersive fan experience with the latest cutting edge technology. With its consumer and professional HD technology expertise, Sony was the right brand."

Sony showcased more than 30 of its new technological innovations, including new products and upgrades to existing products, from HDV and EX camcorders to the growing XDCAM HD422 line up and up to the F23 and F35 digital cinematography cameras.

Furthermore, Mark Burnett Productions, a producer of reality TV programming, announced that it has chosen Sony's XDCam optical technology as format for the majority of its programming, and has transitioned most of its shows onto XDCam; the XDCam PDW-700 camcorder has become the first choice for each of its HD series.