Hirai-san as of April adds TVs and other gizmos to his responsibilities, aside from Sony Computer Entertainment and the PlayStation platform.
As part of a restructuring by Sony a few divisions combine into a new Consumer Products & Services Group, under Kaz Hirai. The corporate giant's semiconductor, battery and digital component business remains separate, helmed by Hiroshi Yoshioka.
"The new responsibilities of Kazuo Hirai and Hiroshi Yoshioka will enable us to concentrate on and, as appropriate, quickly shift resources to, areas where they will have the greatest impact on our overall business," said Sony big boss Howard Stringer.
Congratulations Mr Hirai. Now you just need to get the PS3 another price drop, plug those gaping security holes and get us buying more tonnage off PlayStation Network.