The market welcomed the move, with Sony shares up 170 yen or 4.18 percent to 4,240 yen on Tuesday, outperforming as the Tokyo Stock Exchange's benchmark Nikkei-225 index closed down 0.32 percent.

The arrival of Howard Stringer, 63, currently head of Sony's US subsidiary, shows the increasing importance of entertainment for the giant whose sales remain dominated by electronics, the Mainichi Shimbun said in an editorial.

Entertainment "is an area in which overseas markets such as the US weigh heavily. Given that, it is no surprise for a foreigner to take the top (spot)," the Mainichi said.

The influential Asahi Shimbun said of Stringer's rise: "Perhaps this is the outcome of a functioning system that rewards achievement.

"What is wanted of the new management is to revive the tradition of manufacturing, which has supported the company's brand power for over half a century," the Asahi said.

"Can it return to 'the ideal factory'?" it said, referring to the written statement of aims Sony drafted at its establishment 59 years ago.

However, top business daily Nihon Keizai Shimbun said it remained unclear how Stringer would perform at the top, considering he would still spend much time abroad while the other Sony bosses would remain in Tokyo.

"Sony says it will strengthen the mainstay electronics division but it appointed as the new president Mr. Stringer, who is the chief of the US entertainment division," the Nikkei said.

"It is difficult to avoid the impression that the new structure does not clearly show who takes ultimate responsibility" for managing the firm, it said.

Newspapers lamented Sony's recent slip in the market, saying the company whose international success and quality were once the pride of Japan has succumbed to competition.

"When Sony's brand name was highly valued, people bought Sony products even though they came with higher price tags but nowadays, we see Sony products that are cheaper than products of rival firms," the Mainichi Shimbun said.

"The transister radio, Walkman, Trinitron tube televisions ... Sony created products that changed our lifestyles. We hope to see the introduction of new, Sony-like products as soon as possible," the Mainichi said.

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