Sony has announced the start of deliveries for several large-screen variants of its 2021 televisions. Customers looking to upgrade their home entertainment setup for a more immersive experience centred around a sizeable display will now have the opportunity to choose from a variety of entry and high-end models boasting some of Sony's most advanced proprietary picture and sound technologies. Two of the models going on sale (BRAVIA XR MASTER Series 83 A90J 4K HDR OLED TV and BRAVIA XR 75 X90J 4K HDR Full Array LED TV) are part of the BRAVIA XR range and come equipped with 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.
For a few years now buyers have been more often opting for a bigger screen size whilst purchasing their new TV sets. A 2019 research commissioned by Sony revealed that almost half of people wanted a bigger TV than they already had[i] and it seems many have followed through on that desire. Sony has recorded a steady growth in sales of TV models of 55 and above with especially displays larger than 75 significantly gaining in popularity in 2020[ii]. This can be attributed to people spending more time at home amidst the pandemic and prioritising technological upgrades to better enjoy film and TV content available on popular streaming services and TV channels.
The new large-screen Sony TVs going on sale now are the 75 and 85 X85J 4K HDR LED, 75 BRAVIA XR X90J Full Array LED and 83 BRAVIA XR MASTER Series A90J 4K HDR OLED TVs. The latter two are based on the brand-new Cognitive Processor XR. 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 MASTER Series A90J 4K HDR OLED and BRAVIA XR X90J 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 X85J, X90J and A90J 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 75 and 85 X85J 4K HDR LED, 75 BRAVIA XR X90J Full Array LED and 83 BRAVIA XR MASTER Series A90J 4K HDR OLED are going on sale in the UK and Ireland in June. For more information, please check your local Sony site at www.sony.co.uk / www.sony.ie
MASTER Series A90J (83 , 65 and 55 models) OLED TV features:
Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content
XR OLED Contrast PRO adjusts brightness for higher peaks in glare and deeper blacks in shadow while XR Triluminos Pro enables a wider palette to reproduce each colour with the subtle differences seen in the real world
XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
XR Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high-speed scenes
BRAVIA CORE [iii]: 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[iv] 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[v]. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TV[vi]
Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit [vii]
Works with Alexa and Google Assistant
Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX Enhanced delivers IMAX remastered picture and immersive audio by DTS[viii]
Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[ix], Auto Low Latency Mode (ALLM) and eARC
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
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Sony has announced the start of deliveries for several large-screen variants of its 2021 televisions. Customers looking to upgrade their home entertainment setup for a more immersive experience centred around a sizeable display will now have the opportunity to choose from a variety of entry and high-end models boasting some of Sony's most advanced proprietary picture and sound technologies. Two of the models going on sale (BRAVIA XR MASTER Series 83 A90J 4K HDR OLED TV and BRAVIA XR 75 X90J 4K HDR Full Array LED TV) are part of the BRAVIA XR range and come equipped with 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.
