UK's Stringer to head Sony Corp

Sir Howard Stringer has become the first non-Japanese head of the electronics-to-media giant Sony.

Stringer, from Cardiff, has been appointed chairman and chief executive of Sony Corp. replacing Nobuyuki Idei, who steps down after 10 years in charge.

The move is a major promotion for Stringer, who has been running Sony's US operations, including its entertainment business Sony Pictures, since 1997.

In his new role he has been charged with turning around Sony's financial performance which has seen a drop in its fortunes, largely due to its failure to tap into the MP3 player market dominated by Apple's ipod.

Stringer said he planned to make some major changes: "We will not hesitate to make tough decisions to make Sony the strongest electronics, entertainment and technology company," he told reporters.