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``It's an industry consensus that PS3 sales will fall short of the target,'' said Mitsuhiro Osawa, a Tokyo-based analyst at Mizuho Investors Securities Co., who rates Sony shares ``outperform.'' ``Sony must think it's okay as long as the game business doesn't drag much on its overall earnings.''

Sony is expected to sell 8 million PlayStation 3s in the year ending March 31, missing its annual target by 27 percent, Daiwa said in a Jan. 18 report. Nintendo will probably sell 19 million Wii machines and Redmond, Washington-based Microsoft will ship 9.1 million Xbox 360 consoles, according to Daiwa.