We expect some TV announcements, hopefully something on the brand's own 4K Ultra HD Blu-ray player and, if the leaks are anything to go by, an unveiling of a new smartphone, the Sony Xperia XZ.

So here are the details you need if you want to check out the action.
What time does the Sony IFA 2016 press conference start?

The Sony press conference is held on its stand at IFA each year and will start at 1pm CET today 1 September, so that's midday in the UK, 7am on the East Coast of America and 4am on the West Coast.
How can I watch the Sony IFA 2016 press conference online?

Alternatively, you can head to Sony's own blog site at community.sony.co.uk.

Pocket-lint will be reporting live from the event too, so you can catch up with everything that's announced on our Sony hub as soon as it happens. We'll also be reporting from IFA in Berlin for the next few days, so you should also bookmark our IFA 2016 hub too.