
- Pre-orders open for Sony's best ever 4K HDR OLED TV. The A90J is powered by the revolutionary Cognitive Processor XR for unparalleled contrast with extreme brightness and pure blacks -
Sony has announced the European launch window for its innovative BRAVIA XR MASTER Series A90J 4K HDR OLED televisions. The highly anticipated world's first cognitive intelligence TV[i] in now available to pre-order in select countries in Europe with deliveries expected in late March. The A90J is the flagship OLED model of the new BRAVIA XR series that uses 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 MASTER Series A90J 4K HDR OLED 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.
Pricing and availability
The BRAVIA XR MASTER Series A90J 4K HDR OLED TVs in 65 and 55 are available to pre-order now in select European countries, with the 83 to follow later this year. For more information, please check your local Sony site at www.sony.eu.
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 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 [ii]: 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[iii] 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[iv]. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TV[v]
Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit [vi]
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[vii]
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)[viii], Auto Low Latency Mode (ALLM)[ix] 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-vivid picture quality and incredible moving sound[x]
Ambient Optimization optimises picture and sound quality in any environment
Two-way stand[xi] provides different stand position options, including a hero position to eliminate distractions and a sound bar position to elevate the TV and integrate a soundbar system
Minimalist one slate design with Seamless Edge[xii] 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
[i]Including a processor that cross-analyses multiple picture elements combined with focal points; recreating human perspective. As of December 2020 no other brand has specifically claimed such cognitive intelligence for their TV processor. Verified by Strategy Analytics.
[ii]Countries and availability to be confirmed.
[iii] Number and selection of titles differ by model and subject to change.
[iv]The purchase price of an eligible TV includes a 24 month subscription to the BRAVIA CORE service. For more details on terms and conditions applying to this BRAVIA CORE access program, see https://www.sony.net/bravia-core. BRAVIA CORE fea
Most recent headlines
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
02/11/2025
Abu Dhabi, UAE November 2, 2025: Space42 (ADX: SPACE42), the UAE-based AI-powe...
01/11/2025
Thunderbolt 3 Now Standard on Symphony MkII - Starting November 11 Beginning November 11, all new Apogee Symphony I/O MkII units will ship with Thunderbolt 3 as...
01/11/2025
How to Expand the Apogee Symphony Desktop with Cranborne 500ADAT Want to expand your Symphony Desktop beyond two inputs? Whether you're tracking a full drum...
01/11/2025
aconnic AG (ISIN: DE000A0LBKW6), Munich, has published the Financial Report for ...
01/11/2025
tvONE is proud to announce a strategic partnership with Matrox Video, combining CALICO PRO's high-performance video processing with the Matrox ConvertIP Ser...
01/11/2025
CJP Broadcast has joined the Grass Valley partner programme as both a Systems Integration Partner and AMPP Partner. The collaboration enhances CJP's ability...
01/11/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has earned a higher-rated DPP Comm...
01/11/2025
Michael Napodano Appointed New CEO Of Operative Media
Operative today announced the appointment of Mike Napodano as Chief Executive Officer, marking the next s...
01/11/2025
Film industry professionals flocked to Cine Gear Expo Atlanta 2025 at celebrated Trilith Studios in Fayetteville, Georgia, on October 3 and 4. Back for its 6th ...
01/11/2025
Photo courtesy of Peacock and Sky
Christopher Ross, BSC, began his cinematic obsession early. He cites reading Scorsese on Scorsese as a teenager with teaching...
01/11/2025
NEW YORK ITN and the sell-side advertising company Magnite have announced the launch of what they are billing as the industrys first Local Linear TV Private Mar...
31/10/2025
FanDuel Sports Network To Deliver Selected Live NBA, NHL Games to Major Streamin...
31/10/2025
NBC Jumps Out of the Gate in Extended Breeder's Cup Deal With Dual Drones, J...
31/10/2025
FOR IMMEDIATE RELEASE
30 October 2025
It is with great sadness that we mourn the passing of Segomotso Keorapetse, an award- winning South African television d...
31/10/2025
IRVING, Texas As station groups move into an era that promises rapid tech, regulatory and economic changes, Nexstar Media Group said its board has extended chai...
31/10/2025
While some analysts have questioned the ongoing economic viability of broacast-TV late night shows amid ongoing declines in linear viewing, new data from Tubula...
31/10/2025
The contentious contract negotiations between The Walt Disney Co. and YouTube TV have resulted in a blackout of Disney-owned programming on the pay TV operator....
31/10/2025
CINCINNATI Video conversion and AV signal distribution specialist tvONE and Matrox Video have struck a strategic partnership, combining CALICO PRO's video p...
31/10/2025
NEW YORK The Interactive Advertising Bureau (IAB) today released a new industry guide that discusses the urgency of adopting new standards that will help advert...
31/10/2025
While some analysts have questioned the ongoing economic viability of late night shows on broadcast TV amid ongoing declines in linear viewing, new data from Tu...
31/10/2025
Berklee Celebrates the Inauguration of President Jim Lucchese In his inaugural address, Lucchese shared an optimistic vision for Berklee's future as a for...
31/10/2025
Back to All News
Family, Food, and Films: Netflix's Dining with the Kapoors...
31/10/2025
The review highlights DPA 4055 Kick Drum Microphone for its compact design, ease of placement, and authentic tone that captures the true character of the drum p...
31/10/2025
The RT Raidi na Gaeltachta Award 2025 will be presented to journalist P il n N Chiar in at the Oireachtas na Samhna in Belfast tomorrow, Saturday 1 November,...
31/10/2025
RT lyric fm is calling for choirs across Ireland to share their festive music-m...
31/10/2025
Three awards were presented to RT Raidi na Gaeltachta broadcasters at the Oire...
31/10/2025
RT continues its proud tradition of championing Ireland's vibrant arts and cultural landscape through its RT Supporting the Arts initiative. This November...
31/10/2025
RT selects Irish independent production company to produce Christian Worship on...
31/10/2025
Amidst Gyeongju, South Korea's ancient temples and modern skylines, Jensen H...
30/10/2025
Midwich has signed a UK and Ireland distribution deal with X2O Media, a worldwid...
30/10/2025
SVG Students To Watch: Sam Newitt, Kansas State UniversityThe South Dakota native thrives in many roles behind the scenes at K-StateHD.TVBy Brandon Costa, Direc...
30/10/2025
SVG Sit-Down: Swerve Sports' Christy Tanner Explores the Young FAST Channel&...
30/10/2025
SVG Campus Shot Callers: Andy Liebsch, Senior Director, Video Services, Kansas S...
30/10/2025
Diversified Names Paul Lidsky CEO, Expanding Leadership Role After Serving as Bo...
30/10/2025
NBA, Cosm Enter Long-Term Partnership for Shared Reality Production, Distributio...
30/10/2025
SVG New Sponsor Spotlight: FanConnect's Brett Crossley on Reimagining the Ga...
30/10/2025
FanDuel Sports Network to Deliver Select Live NBA, NHL Games to Major Streaming ...
30/10/2025
As the year comes to a close, we can feel the invigorating wind sweeping in for ...
30/10/2025
By Bailey Pennick
One of the most exciting things about the Sundance Film Festi...
30/10/2025
The SGL Carbon site in Bonn has a long tradition of training. For many years, young talent has been successfully trained here, regularly achieving excellent exa...
30/10/2025
SBS, NITV and Screen Australia announce 2025 Digital Originals Shortlist
29 October, 2025
Media releases
SBS, NITV and Screen Australia are excited to unve...
30/10/2025
Jon Rambeau, President of Integrated Mission Systems at L3Harris Technologies, speaks about industrial collaboration at the Asia-Pacific Economic Cooperation (A...
30/10/2025
MELBOURNE, Fla., October 30, 2025 - L3Harris Technologies (NYSE: LHX) reports th...
30/10/2025
WASHINGTON Federal Communications Commission Chair Brendan Carr said he has circulated a proposal for the agency to auction additional midband spectrum in the U...
30/10/2025
PLANO, Texas Technology solutions provider Diversified has named Paul Lidsky as CEO, tasked with guiding the company's next stage of growth, driving market ...
30/10/2025
CUPERTINO, Calif. Interra Systems today unveiled ORION stream recording support and seamless integration with BATON Media Player, a combination that lets broadc...
30/10/2025
WILMINGTON, Del. InterDigital today announced the acquisition of Deep Render, an artificial intelligence startup with a team of AI experts focused on video code...
30/10/2025
NEW YORK TAG Video Systems has earned a higher-rated Digital Product Passport (DPP) Committed to Sustainability badge and the Aclymate Climate Wise Silver Tier ...
30/10/2025
IRVING, Texas As station groups move into an era that promises rapid tech, regulatory and economic changes, the Nexstar Media Group, Inc. has announced that its...