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
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
27/01/2026
Click for Japanese version
Tokyo, Japan - January 27, 2026 - Akamai Technolo...
27/01/2026
L-R: Jonathan Cuchacovich, Sonia Kennebeck, Alan Fischer, Daeil Kim, Andrew Sta...
27/01/2026
Today, Spotify is proud to support our partner Backline, an industry-leading men...
27/01/2026
With nearly 29 million monthly listeners and clear momentum on Spotify, Net n Ve...
27/01/2026
January 14, 2026
We are proud to share that 25 Ontario, First Gulf's commercial project located just two minutes from our head office, has been recognized ...
27/01/2026
January 22, 2026
First Gulf is excited to share that a full-building lease has been secured at 625 Bronte Rd in Oakville, part of Bronte Station Business Park,...
27/01/2026
January 23, 2026
First Gulf continues to demonstrate its commitment to high-performance, sustainable real estate with 351 King Street East achieving BOMA BEST ...
27/01/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
27/01/2026
Nielsen will continue to drive growth and provide local audience measurement
in...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Amagi Media Labs Limited, the only cloud-native SaaS provider offering end-to-end solutions across live production, content preparation, distribution, and monet...
27/01/2026
Miri Technologies Inc. today unveiled its V410 live 4K video encoder/decoder for streaming, IP-based production workflows and AV-over-IP distribution. Designed ...
27/01/2026
The Paul E. Tsongas Center at UMass Lowell in Massachusetts has chosen Ikegami cameras for incorporation into its broadcast-quality television production facili...
27/01/2026
SipRadius, specialists in secure, low latency media transport, will show the pro AV community its end-to-end solution for high quality content distribution and ...
27/01/2026
Hiltron will highlight the fruits of its 45-plus years of experience in satellite communications system integration and product development at the annual GovSat...
27/01/2026
Klvr will demonstrate how its Charger Pro solution is delivering cost reduction and performance benefits for live entertainment and pro AV markets at ISE 2026 (...
27/01/2026
Amino, a global media technology leader in enterprise video and digital signage, today announced that its Integrated Systems Europe (ISE) 2026 booth (4N700) wil...
27/01/2026
ANI, India's leading news agency and a major content provider across the Asia Pacific region, today announced a significant expansion of its long standing p...
27/01/2026
Independent analysis confirms faster encoding, lower CPU usage, and improved perceptual quality compared to CBR and CRF
VisualOn, a leader in multimedia playba...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
27/01/2026
New agreement for uninterrupted UHF connectivity for Australian Defence Force through 2033, With Options Extending to 2041
Luxembourg, January 13, 2026 - Satel...
27/01/2026
Tuesday 27 January 2026
SNL UK creative team expands as Pauli Lovejoy, Annie Ha...
27/01/2026
Back to All News
When It Feels Real, Is It Still a Lie? The Art of Sarah' ...
27/01/2026
Back to All News
That Night premiering on Netflix March 13
Entertainment
27 January 2026
GlobalSpain
Link copied to clipboard
DOWNLOAD THE KEY ART
DOWNLO...
27/01/2026
Back to All News
Netflix Revealed the Future of Mexican Stories Coming in 2026
Entertainment
27 January 2026
GlobalMexico
Link copied to clipboard
Among t...
27/01/2026
Back to All News
Four New Japan Titles Announced for 2026: Viral Hit', On...
27/01/2026
Back to All News
What's Next on Netflix from Japan: Expanding the Possibili...
27/01/2026
AI, graphics and virtual software power new production capabilities...
27/01/2026
RT Supporting the Arts is delighted to support a dynamic programme of cultural events taking place across Ireland this February. From visual art, film, music, ...
26/01/2026
Music videos play a huge part in how fans connect with their favorite songs, but...
26/01/2026
NAIDOC launches 2026 theme 50 Years of Deadly , marks major milestone
25 January, 2026
Media releases
The National NAIDOC Committee has today unveiled its...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Share Share by:
Copy link
Facebook
X
Linkedin
Pinterest
Bluesky
Email...
26/01/2026
Advanced Systems Group (ASG) today announced an exclusive partnership with Nu Studio, the company behind the first modular, portable studio designed for immersi...
26/01/2026
OpenDrives, the leader in high-end video data management and workflow solutions, today announced an add-on investment to its previous funding rounds, led by IAG...
26/01/2026
SmallHD today announced a major update to its award-winning PageOS software, introducing Fleet Control, Portrait Mode, expanded Camera Control features, and Dow...
26/01/2026
Whether rigging a PTZ on a truss, sliding a Blackmagic camera across a mezzanine railing, or capturing the mayhem from inside a drum, Filipic delivers visuals t...
26/01/2026
Wuppertal January 26, 2026
Riedel and Media Tailor Deliver Unified Broadcast a...
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.
