Sir Howard Stringer, Sony Chairman and CEO, supports The Prince?s Rainforest Project (PRP) and pledges to take action against climate change

In a video campaign message, alongside the PRP animated frog, Sir Howard Stringer, Sony Chairman and CEO, today joined an array of business leaders and celebrities to show his support for The Prince?s Rainforest Project (PRP), founded by His Royal Highness The Prince of Wales.

The Prince?s Rainforest Project seeks to develop consensus as to how the rate of global deforestation might be slowed.

?Sony has chosen to support the Prince?s Rainforest Project because climate change is without a doubt one of the most pressing issues of our time? says Sir Howard Stringer. ?Tropical deforestation and the logging and burning of trees is responsible for a fifth or more of global carbon emissions. That is why the fight against deforestation is a core component of Sony?s environmental initiatives?.

Sir Howard has pledged that ?going green? is one of the seven imperatives for the consumer electronics industry and Sony?s commitment in this area has already made a difference. For example, in Europe, Sony significantly reduced its C02 emissions by approximately 90% between 2000 ? 2008. The support of the PRP is just one of Sony?s many environmental initiatives.

The Prince?s Rainforests Project (PRP) is raising awareness of the connection between rainforest destruction and climate change. The PRP believes that agreement on emergency action for rainforests is needed ahead of the climate change conference in Copenhagen in December. The project recognises the key role that the business, non-profit, and education communities will play in encouraging people to sign up to help put rainforests at the heart of the climate change agenda.

The Sony and PRP partnership began at this year?s Sony World Photography Awards with a PRP award category to document the glory of the rainforests and the devastating impacts of deforestation.

The winner, Daniel Beltr?, is currently photographing the South American, Central African and South-East Asian rainforests. Sony and the PRP are delivering a stunning interactive exhibition that will combine Daniel?s new photographs with Sony technology to allow people to experience the glory of the rainforests and understand their plight. The exhibition will start in Kew Gardens, London from October 3rd 2009.

Editors:

? For more information about Sony?s environmental initiatives go to http://www.sony.eu/eco

? The Prince?s Rainforests Project (PRP) was established in October 2007 by His Royal Highness The Prince of Wales and aims to achieve consensus as to how the rate of deforestation might be slowed and stopped. The PRP intend to leverage the convening power of HRH The Prince of Wales and work alongside Governments, international businesses, non-profit organisations and the rainforests nations themselves to find a solution to mass deforestation and degradation of the rainforests, and make the trees worth more alive than they are dead.

? The Sony World Photography Awards (WPA), launched in 2007, lend a global platform for the photographic industry and community. Through a variety of international programmes including the week-long Festival @ The Sony World Photography Awards, the launch of an online magazine and a gallery, an international student programme and a touring exhibition, the WPA will continue to discover new talent and create avenues through which to reward photographers with the support and expertise of industry professionals

? Daniel Beltr? is available for interview and images from his current PRP assignment are available through Sony.

About Sony
Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world?s leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 54.4billion (yen 7,730 billion) for the fiscal year ended March 31, 2009, based on an average market exchange rate for the same period of yen 142.0 to the EUR. It employs approximately 171,300 people worldwide. In Europe, the Sony Group recorded consolidated annual sales of EUR 14.0 billion (yen 1,987.7 billion) for the fiscal year ended March 31, 2009.