Hiai was speaking (June 19 at Sony’s annual general meeting in Tokyo and responded to questions.
He said that the largely U.S.-based film and TV unit would neither be sold off nor separately listed.
Last year the company was challenged by hedge fund activist Daniel Loeb to unlock more value from the unit.
In contrast, Sony is planning listings for a joint venture with China’s Shanghai Oriental Pearl, and for another JV in China that will contain Sony’s PC manufacturing activities.
The group is forecast to lose ¥50 billion ($495 million) in the current financial year.
“We will bear responsibility to complete restructuring in fiscal 2014, with a strong sense of crisis and without further delay,” Hirai said.