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The NGP has a real name at last.

Sony, at its pre-E3 press conference Monday, announced that the next generation handheld system, which was previously codenamed NGP, would be called PlayStation Vita – and would carry a price of just $249 for the Wifi version and $299 for the 3G-enabled version. The system will hit store shelves this holiday season.

The Vita led several hardware-related announcements by the company, which is struggling to turn consumer attentions away from its recent data theft by hackers.

Sony, a leader in 3D gaming, also announced a new PlayStation-branded 3D display package that it hopes will lower the barrier of entry for consumers who have been reluctant to embrace 3D gaming.

The set, a 24-inch display will be bundled with one set of active 3D glasses, a six foot HDMI cable and a copy of the upcoming “Resistance 3” and will retail for $499. Additional glasses, which the company says are compatible with several 3D sets, will sell for $69.

“Our commitment to 3d is unwavering, and we’re adding more content all the time,” said Jack Tretton, president of Sony Computer Entertainment America.

As expected, the company did address its recent security issues immediately at the start of the conference.

“This isn’t the first time I’ve attended an E3 conference with an elephant in the room,” said Tretton. “My friends who are reporters say there’s nothing their editors like more than bad news. So, to all our esteemed members of the press, I say: You’re welcome.”

While the humor was appreciated by the audience in attendance, Tretton also offered a sincere apology to PlayStation users who were watching the keynote, which was streamed live by G4 TV and online.

“Consumers, you are the lifeblood of this company,” he said. “Without you there is no PlayStation. I want to apologize both personally and on behalf of the company for any anxiety we caused you. … I am amazed at the amount of dedication and support you give to the PlayStation brand.”

Building on its growing non-gaming functionality, Sony announced a new content partnership with Cinema Now to offer programming on the PlayStation Network.

Gamewise, the company showcased several titles expected to dominate PS3 sales this holiday season, including “Uncharted 3: Drake’s Deception,” which will release on Nov. 1, and the return of the Sly Cooper series next year.