Lira on Blu-ray Raising Industry Standards

Johannesburg: Friday 12 November: Multi-award winning songstress, Lira replied with a simple… “I have big dreams” in response to a question raised at a press conference held at the Sony Auditorium yesterday. The question was directed at what she hopes to achieve beyond her multiple awards and multi-platinum selling DVD, which was released on the high definition Blu-ray format earlier this week.

Lira explains, “…the intention behind the ‘Live In Concert – A Celebration’ DVD release in November 2009 and the decision to release on Blu-ray a year later was to see what would be possible in this country and to raise the bar for the industry overall. “

Lira went on to say “… ultimately we now have a product to take to the world, and this was always the plan behind the DVD – to show the rest of the world that South Africa can deliver products equivalent to International standards.”

Lira was joined on a panel with her production team, Warwick Allen [Director of ‘Live In Concert – A Celebration’ from Mushroom Media], Robin Kohl [DVD and Blu Ray Executive Producer], Maria Hadjidimitriadis [Senior Label Manager – Sony Music Entertainment] and Geofrey Sutcliffe [Product Manager Sony Home Electronics].

The discussion further emphasized the more technical aspects of the format and eluded to future plans to release the Blu-ray Internationally in January 2011.

The achievement ends off a year-long process that began by taking a risk to invest in the highest quality product possible – an initiative that was overwhelmingly supported by the valued South African consumer.

For more information regarding Lira please contact:

Sony Music Entertainment

E-mail: louise.pillay@sonymusic.com

E-mail: maria.hadjidimitriadis@sonymusic.com

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