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Computer maker Dell is looking to retool its consumer offerings...starting by offering flat-screen televisions from rival Sony for sale on its Web site.

Computer maker Dell has begun retooling its consumer business strategy in an effort to make its electronics offerings more appealing to customers. Its first move: offering Sony Bravia flat-screen televisions for sale on its Web site.

At the moment, Dell is offering the 46-inch KDL-46V2500 1080p-capable Bravia LCD TV along with two 40-inch Bravia models, the 1080p KDL-40V2500 and the 720p KDL-40S2010. The units are priced at $2,999, $2,199, and $1,799 respectively, including Dell's standard-operating-procedure instant discounts; the discounts mean the units significantly undercut Sony's asking price for the same units.

In a statement, Dell indicated it planned to continue offering its own Dell-branded televisions at sizes of 37-inches and smaller, but also planned to offer a "wide assortment" of televisions from other manufacturers which "meet Dell's high standards for excellence." Dell did not provide any additional information on what other television brands it might start offering, or when additional brands might go on sale via Dell.

Some industry-watchers see Dell's move into big-screen television sales as a risky move: consumers tend to want to see televisions in person before buying, and Dell has no retail footprint America's malls and shopping centers. The company may be relying on consumers getting to know products from Sony and other manufacturers via other retailers' showrooms, then come home and order the unit they liked via Dell's Web site…perhaps for a better price.

This isn't the first time Dell has brought in other manufacturers' products to beef up its product line: last August, it sacked its DJ Ditty portable media players in favor of carrying products from Creative, Samsung, iRiver, and SanDisk.