Presenting a live demo of 3D capture and display technology, Sony introduced its lineup of 12 new series of HDTVs, including its three 3D–enabled series, at its press event at the CES.

Sony’s new “make. believe” tag line of the new products corroborates the proclamation of the Sony chairman Sir Howard Stringer that the company intends to “take the lead in 3D.”

The 12 new Sony HDTV series, scheduled to will hit the markets from spring through summer this year, include the three 3D series models - Bravia XBR-LX900, XBR-HX900, HX800; the non-3D models - Bravia KDL-NX800, KDL-NX700, KDL-EX600, EX600, EX500, EX400, EX300; and the two low-end models - KDL-EX308 and KDL-BX300.

Only four series, out of the newly-introduced 12, use CCFL backlighting, while the others use LED backlighting. Similarly, four series feature the Sony Bravia Engine 2, while the remaining eight boast the newest image processing - the Bravia Engine 3. In addition, all the series, barring BX300, support USB and DLNA photo/music/video playback.

While Sony yesterday announced that it was partnering with Discovery and IMAX to launch a 3D broadcast channel in 2011; the company today said that it would develop a 3D technology center at its Culver City studios for educating Hollywood on production techniques; and would research with CBS about the audiences’ expectations from the 3D home experience.