Sony unveiled the Bravia W5 and Bravia F5 LCD HDTV sets with 240Hz Motion Flow in Japan.
Motion Flow 240Hz gives you even smoother and sharper fast moving footage as mostly found in sports events. Of course 240Hz Motion Flow is also great for watching fast paced action movies.

The Sony Bravia W5 series consists of the KDL-52W5 (52 inch), KDL-46W5 (46 inch) and KDL-40W5 (40 inch).
The Sony Bravia F5 series features the KDL-46F5 (46 inch), KDL-40F5 (40 inch) and the KDL-32F5 (32 inch). Sony also managed to integrate a FeliCa payment system into the new TVs to let users buy content easily via the remote.
The new Bravia F5 and W5 HDTVs will start shipping in April. The top of the line KDL-52W5 has an estimated price of 450,000 yen (~$4,600).
Via this Sony announcement (Japanese).