Jobin Joejoe, Deputy Managing Director, Sony Middle East and Africa, said: "The GCC region has witnessed remarkable growth in the hospitality, retail, and medical sectors and to cater to the continued increased demand for new technologies we have expanded our lineup and added new features like high haze, anti-reflection, non-glare portfolio which supports installations in bright environments with high ambient light levels. With this development in our professional Bravia display offerings, we are mindfully seeking to satisfy the evolving preferences and requirements of our customers, while prioritising sustainability. Pro AV users continue to rely on Sony's professional displays due to their image quality, adaptability, and usability, and we are confident that they will appreciate the new alternatives given the remarkable combination of features."