Hi,
My Bravia KDL-50W805c would not update directly so i followed the instructions to update by USB. This did not work either until I, eventually, turned the TV off at the wall first. When i turned back on the tv started the update.
It seems that the USB carrying the update can not be seen if the TV is switched on from standby. If this is the case then it needs to be added to the instructions for USB software update. It isnt an obvious step to some of us.
Cheers