Sony Electronics Announces New BRAVIA XR 8K LED, 4K OLED And 4K LED Models With New “Cognitive Processor XR”

Sony Electronics Announces New BRAVIA XR 8K LED, 4K OLED And 4K LED Models With New “Cognitive Processor XR”


Sony Electronics today announced the new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLEDX95J, and X90J 4K LED televisions.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the BRAVIA TV’s use a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear. Cognitive Processor XR, powered by cognitive intelligence, knows where that focal point is by dividing the screen into numerous zones and detecting where the “focal point” is in the picture. While conventional Artificial Intelligence (AI) can only detect and analyze picture elements like color, contrast, and detail individually, the new processor can cross-analyze an array of elements at once, just as our brains do.

 

 

Cognitive Processor XR can also analyze sound position in the signal so the sound matches precisely with what’s on the screen. In addition, it upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyses, and understands unprecedented amounts of data and intelligently optimizes every pixel, frame, and scene for the most lifelike picture and sound Sony has ever delivered.

Key BRAVIA XR Lineup Highlights:

  • Google TV: This lineup also introduces Google TV, a brand-new entertainment experience that brings together movies, shows, live TV, and more from apps and subscriptions and organizes them just for you. Easily find something to watch with personalized recommendations and bookmark shows and movies to a single Watchlist to keep track of what to watch. Users can even add to their Watchlist from their phone or laptop with Google Search.
  • HDMI 2.1 Compatibility: All BRAVIA XR TVs will feature HDMI 2.1 and e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), supporting higher resolutions and frame rates ideal for next-generation gaming.
  • Sound-from-Picture Reality: In addition to best-in-class picture quality, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality, which aligns the position of the sound with the images on the screen to offer a uniquely lifelike experience.
  • Hands-Free Voice Function: With hands-free voice control built into Sony’s Google TVs, you can set aside the remote and just use your voice to search for entertainment, get answers, and control the TV and smart home devices. Try saying “Hey Google, turn on the TV” or “Hey Google, what should I watch?”.
  • Smart Speaker Compatibility: With Google Assistant-enabled devices, you may cast and control videos from YouTube with Google Nest speakers or change the channel or volume with Google Assistant-enabled devices.
  • Delivering the Creator’s Intent: The new models will continue to deliver the creator’s intent with Netflix Calibrated Mode, offering studio-quality Netflix content.

MASTER Series Z9J [85” class model] 8K LED TV features:

  • Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
  • Combined with the precision of a Full-Array LED panelXR Triluminos ProXR Contrast Booster, and XR 8K Upscaling delivers supreme 8K realism with deep blacks and intense brightness
  • Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright, and clear with no blur
  • X-Wide Angle technology provides vivid real-world colors from any angle while retaining more color and brightness
  • Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
  • Quick access to an array of content and services with Google TV
  • Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit.
  • Works with Google Assistant
  • Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience X-Anti Reflection minimizes reflection for a distraction-free viewing experience
  • HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
  • Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound.
  • Ambient Optimisation optimizes picture and sound quality in any environment
  • Minimalist one slate design embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction
  • Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions, and soundbar position to elevate the TV and integrate a soundbar system
  • Netflix Calibrated Mode offers studio-quality Netflix content.
  • Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings.

MASTER Series A90J [65” class and 55” class models] OLED TV features:

  • Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
  • XR OLED Contrast adjusts brightness for higher peaks in glare and deeper blacks in shadow while XR Triluminos Pro enables a wider palette to reproduce each color with the subtle differences seen in the real world
  • XR Motion Clarity technology controls moving images precisely to minimize blur so that pictures remain true with less loss in brightness during high-speed scenes
  • Quick access to an array of content and services with Google TV
  • Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit 6 7
  • Works with Google Assistant
  • Netflix Calibrated Mode offers studio-quality Netflix content.
  • Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
  • XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
  • HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
  • Improved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmony.
  • Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound.
  • Ambient Optimisation optimizes picture and sound quality in any environment.
  • The two-way stand provides different stand position options, including a hero position to eliminate distractions and a soundbar position to elevate the TV and integrate a soundbar system.
  • Minimalist one slate design with Seamless Edge bezel embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction.
  • Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience.

A80J [77” class, 65” class, and 55” class models] OLED TV features:

  • Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content.
  • XR OLED Contrast adjusts brightness for higher peaks in glare and deeper blacks in shadow while XR Triluminos Pro enables a wider palette to reproduce each color with the subtle differences seen in the real world.
  • XR Motion Clarity technology controls moving images precisely to minimize blur so that pictures remain true with less loss in brightness during high-speed scenes.
  • Improved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmony.
  • Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions, and soundbar position to elevate the TV and integrate a soundbar system.
  • Quick access to an array of content and services with Google TV
  • Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit 6 7
  • Works with Google Assistant
  • XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
  • HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
  • Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
  • Ambient Optimisation optimizes picture and sound quality in any environment
  • Minimalist one slate design with Metal Flush Surface embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction
  • Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience.
  • Netflix Calibrated Mode offers studio-quality Netflix content
  • Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings.

X95J [85” class and 65” class models] 4K LED TV features:

  • Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
  • Minimalist one slate design with Seamless Edge bezel embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction
  • X-Wide Angle technology provides vivid real-world colors from any angle while retaining more color and brightness
  • Combined with the precision of a Full-Array LED panel, XR Triluminos Pro and XR Contrast Booster deliver supreme realism with deep blacks and intense brightness
  • Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright, and clear with no blur.
  • Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
  • Dolby Vision and Dolby Atmos support
  • X-Anti Reflection minimizes reflection for a distraction-free viewing experience.
  • XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
  • HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
  • Ambient Optimisation optimizes picture and sound quality in any environment.
  • Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions, and soundbar position to elevate the TV and integrate a soundbar system[xii]
  • Quick access to an array of content and services with Google TV
  • Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit 6 7
  • Works with Google Assistant
  • Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
  • Netflix Calibrated Mode offers studio-quality Netflix content.
  • Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings.

X90J [75” class, 65” class, 55” class, and 50” class models] 4K LED TV features:

  • Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
  • Combined with the precision of a Full-Array LED panel, XR Triluminos Pro and XR Contrast Booster deliver supreme realism with deep blacks and intense brightness
  • Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright, and clear with no blur.
  • XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures.
  • HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), and e-ARC.
  • Acoustic Multi-Audio and sound signal processing technology deliver a sound that matches perfectly with what’s on-screen.
  • Ambient Optimisation technology with a light sensor automatically adjusts picture and sound to viewers’ environment.
  • The minimalist design maximizes the screen and minimizes the bezel, so users stay focused on what’s important – the picture.
  • Quick access to an array of content and services with Google TV.
  • Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit 6 7.
  • Dolby Vision and Dolby Atmos support.
  • Works with Google Assistant.
  • Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience.
  • Netflix Calibrated Mode offers studio-quality Netflix content.
  • Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings.

Pricing and Availability

Pricing and retail availability will be announced later.



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