Sony boss is heckled over losses
They voted at Sony's annual shareholders' meeting held at a Tokyo hotel, but most votes from institutional investors had been submitted in advance. Attendance was 4,662 people, fewer than half for last year.
During the meeting, some investors got up to ask how Sony had lost its past glory, unable to deliver on exciting products like the original 1979 Walkman portable cassette player.
Mr Hirai, who took the helm in 2012, promised that "the money-losing structure" will be changed this fiscal year, once and for all.
Sony has lost money in six of the seven past years, and is forecasting more red ink for the fiscal year through March 2015.
Mr Hirai, 53, showed on the screen a black-and-white photo of himself when he was six, giggling on the floor with his father, who was tickling him to record his son's laughter on a reel-to-reel Sony recorder.
"The best way to build our future is for Sony to remain Sony, and realise our motto to become a company that inspires and fulfils your curiosity," he said.