Sony announced another world's first TV today with the W1 Series. Earlier we reported about the World's thinnest LCD TV Sony KDL-40ZX1. The Sony KDL-46W1 is the world's first LCD TV with motion Flow 240Hz. This is double the image frequency of the current top of the line LCD TVs deliver.
The 240Hz technology is especially great for HD Sports broadcasts. Fast video sequences are supposed to be extremely smooth and sharp. An additional Blur reduction technology (IB reduction) is further improving picture quality.

The new 240Hz Sony LCD TVs will have their price as they are the first sets to introduce this technology.
The 46 inch Sony KDL-46W1 and the 40 inch Sony KDL-40W1 with Motion Flow 240Hz will start shipping in Japan on November 10th.
Via this Sony announcement (Japanese).