Sony is cutting its television manufacturing in favour of making more mobile phones, digital cameras, and yes, video game consoles.

Sony chief executive Kazuo Hirai told The Times that the electronics firm “can’t be losing money left, right and centre”.

“Can televisions be a core business for an electronics company? That, I think, is a challenge,” said Hirai.

He added that the “vast majority” of investment would go to the “digital imaging, mobile, and games” divisions.

Since his appointment nine months ago, Hirai has culled 10,000 jobs and also sold Sony’s chemical products division, the company’s stakes in two display-making ventures, and its headquarters in New York for US$1.1 billion (AU$1.2 billion).

Sony has suffered four straight full-year losses, which are partly responsible for its market value falling to US$12 billion (AU$11.4 billion) down from US$120 billion (AU$114 billion) in 2000.

When quizzed on the appearance of the next PlayStation by The Times, Hirai was cagey.

“Why go first, when your competitors can look at your specifications and come up with something better?” he said.