Sony Corp. Chief Executive Howard Stringer speaks during a press conference, outlining Sony's turnaround strategy at the electronics giant's headquarters in Tokyo, Japan, Thursday, Nov. 19, 2009. Sony said it aims to be profitable in gaming and flat-panel TVs by the fiscal year ending March 2011 as it slashes costs to turn around money-losing businesses. 'Our work is already bearing fruit,' Stringer said. 'We still have more work to do.' (AP Photo/Shizuo Kambayashi)AP – Sony’s new online service connecting the whole range of its gadgets to downloadable content like movies and games should help build brand loyalty, a top executive said Friday.

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