Sony announces availability of two new LCD TV series including flagship BRAVIA XR X95J 4K HDR Full Array TVs

Sony BRAVIA XR X95J 4K HDR Full Array LED TVs and the X85J 4K HDR LCD TVs offer several Sony's cutting-edge proprietary technologies for a stunning audio-visual experience

Sony has announced the availability of two series of its 2021 televisions - the BRAVIA XR X95J 4K HDR Full Array LED TVs and X85J 4K HDR LCD TVs are ready to pre-order now at select European retailers. The former is Sony's current flagship BRAVIA XR 4K HDR Full Array TV and a winner of the CES 2021 Innovation Award[i], making full use of the new revolutionary Cognitive Processor XR , which employs a completely new processing method going beyond conventional AI, designed to replicate the ways humans see and hear.

When we see objects, we unconsciously focus on certain points. Cognitive Processor XR , powered by cognitive intelligence, divides the screen into numerous zones and detects where the focal point' is in the picture. While conventional Artificial Intelligence (AI) can only detect and analyse picture elements like colour, contrast and detail individually, the new Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do. By doing so, all elements are adjusted in conjunction with each other for best final outcome, so everything in the scene is synchronised and lifelike - something that conventional AI cannot achieve.

Cognitive Processor XR can also analyse 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 optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered.

BRAVIA XR X95J 4K HDR LED TVs feature the exclusive BRAVIA CORE service. Pre-loaded on all new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream technology, achieving near lossless UHD BD equivalent quality with streaming up to 80 Mbps.

The X95J and X85J TVs are ideal for gamers, too, delivering the support of multiple HDMI 2.1 features, such as 4K 120fps, VRR and ALLM, for smooth and responsive gameplay when connected to a next-generation console.

Pricing and availability

The 85 and 75 BRAVIA XR X95J 4K HDR Full Array LED TVs and the 85 , 75 , 65 , 55 , 50 and 43 X85J LCD TVs will be on sale from June. The 65 X95J model will be available later this year. For more information, please check: www.sony.co.uk

BRAVIA XR X95J (85 , 75 and 65 models) 4K HDR Full Array LED TV features:

Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content

X-Wide Angle technology provides vivid real-world colours 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

Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[ii]

X-Anti Reflection minimises reflection for a distraction-free viewing experience[iii]

XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures

HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[iv], Auto Low Latency Mode (ALLM) and eARC

Ambient Optimization optimises picture and sound quality in any environment

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

Three-way stand[v]provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar system

BRAVIA CORE [vi]: In collaboration with Sony Pictures Entertainment (SPE), BRAVIA CORE is where entertainment meets technology and was developed to add value and showcase unique Sony experiences. Pre-loaded on all new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles[vii]and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream technology, achieving near lossless UHD BD equivalent quality with streaming up to 80 Mbps[viii]. Learn more about this collaboration here: https://www.sony.net/bravia-core

Quick access to an array of content and services with Google TV[ix]

Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit [x]

Works with Alexa and Google Assistant

Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience

Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX Enhanced delivers IMAX remastered picture and immersive audio by DTS[xi]

Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

X85J (85 , 75 , 65 , 55 , 50 and 43 models) 4K LED TV features:

4K HDR Processor X1 reproduces more depth, textures and natural colours with Object-based HDR remaster technology

4K X-Reality PRO picture processing technology upscales every pixel for remarkable clarity. Advanced noise

LINK:	https://www.sony.co.uk/presscentre/news/sony-announces-availability-of...
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