• by Wayne Friedman , Staff Writer, March 8, 2005

We've heard the same song and dance at Sony for over a decade -- the company will merge content and technology in special new consumer products. The tune has fallen on deaf ears.

For years, Sony had the industry lead with Walkmans, consumer-cool television sets, and other devices. But somehow it allowed Apple Computer - of all companies, which wasn't strong in content -- to steal its thunder with hip technology, cool packaging, and music content.

That came in form of the iPod -- the device that easily leapfrogged over Sony, and a number of other competitors, by merging music and other content, with electronics.

Now former TV executive Howard Stringer will get a crack at working his magic programming wand as the Sony Corp. chairman and CEO.

The Sony board apparently had enough with technology side executives including outgoing chairman and CEO Nobuyuki Idei. Stringer's strong content and programming side experience working for CBS and running Sony Pictures Entertainment is thought to be a better choice for leading the company.

Sony Pictures Television is the one Sony division that has been affected most negatively by its corporate parent's lack of interest in TV distribution.

Unlike its growing competitors at Fox, Viacom, NBC Universal, and Time Warner, Sony Pictures Television doesn't have strong owned operations with TV stations, broadcast, or cable networks. Time after time when station groups, cable and broadcast outlets came up for sale, Sony Corp. either sat on the sidelines or offered lukewarm attractions.

Sony may have not wanted to play in the high-stakes traditional TV distribution game - perhaps waiting for new technologies to jump over older distribution methods. But it's not too late for Stringer to find a better future generation wireless or iPod-like device where customers can perhaps design their own reality show or compose songs on their mobile phones.

Sony still has a great brand name - but it needs the vision to develop that next great must-have consumer device, which will make users turn their iPods into fancy thick white coasters.