
Pre-orders have begun for Sony's BRAVIA XR X90J Full Array LED TV, which delivers singular picture and sound quality thanks to its revolutionary Cognitive Processor XR.
Sony announced that that pre-orders are opening now for the BRAVIA XR X90J 4K HDR Full Array LED TVs. The latest BRAVIA XR TVs to become available from Sony come equipped with the new 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 X90J 4K HDR Full Array TVs allow you to enjoy pictures that feel deep, natural and real. The revolutionary Cognitive Processor XR combined with a Full Array LED panel creates ultra-realistic pictures full of lifelike contrast.
BRAVIA XR X90J 4K HDR Full Array 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 X90J TV is a great proposition 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 BRAVIA XR X90J 4K HDR Full Array LED TVs in 50, 55 and 65 inches are opening for pre-orders now in select European countries, with deliveries expected in April. The 75-inch model will become available later. For more information, please check your local Sony site at www.sony.eu.
X90J (75 , 65 , 55 and 50 models) 4K 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
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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[i], Auto Low Latency Mode (ALLM) and eARC
Acoustic Multi-Audio and sound signal processing technology deliver sound that matches perfectly with what's on screen
Ambient Optimization technology with a light sensor automatically adjusts picture and sound to viewers' environment
Minimalist design with flush surface maximises the screen and minimises the bezel so users stay focused on what's important - the picture
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]
Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[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
[i]VRR requires firmware update.
[ii]Countries and availability to be confirmed.
[iii] Number and selection of titles differ by model and subject to change.
[iv] BRAVIA CORE features Pure Stream which offers streaming between 30 Mbps - 80 Mbps. To access Pure Stream at 30 Mbps, you must have a minimum internet speed of 43 Mbps. To access highest quality Pure Stream available at 80 Mbps you must have a minimum internet speed of 115 Mbps. BRAVIA CORE is not responsible for network restrictions or available bandwidth. Network service provider restrictions and terms may apply.
[v] Google TV integrated services are subject to terms and conditions and may change or terminate without notice.
[vi] Apple AirPlay 2 and HomeKit
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
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...
21/05/2026
Game Creek Video Columbia and Celtic, NEP Supershooter 8 will house onsite produ...
21/05/2026
Freshly graduated, this upstart producer, director, and camera operator is already working as an AP on videoboard shows for the Philadelphia Phillies
In the li...
21/05/2026
Media Links has announced a channel partnership with Clearcast Asia, a broadcast...
21/05/2026
SiriusXM and NASCAR have announced a multi-year renewal of their broadcasting agreement. SiriusXM will continue to carry live broadcasts of every NASCAR Cup Ser...
21/05/2026
Audio-Technica held a demonstration event at its Technica House location in New ...
21/05/2026
Ateme has announced that RTL Deutschland has selected Ateme's software-based...
21/05/2026
LiveU has announced that BCC Live deployed the LU900Q intelligent production unit for the first time during the 2026 Memorial Hermann IRONMAN Texas North Americ...
21/05/2026
ATSC has announced that Mark Aitken, President of ONE Media and Senior VP of Advanced Technology at Sinclair Broadcast Group, will receive the 2026 Mark Richer ...
21/05/2026
BBright has published a technical analysis of the Media eXchange Layer (MXL), de...
21/05/2026
The Esports Foundation has announced that the 2026 Esports World Cup (EWC) will be hosted in Paris, France, from July 6 through August 23. The event marks the f...
21/05/2026
Chyron has announced PRIME Scorebug, a scorebug solution built on the PRIME Platform for on-premises sports production, and has expanded Chyron LIVE with purpos...
21/05/2026
Media Links has announced the integration of its Xscend IP transport platform with Skyline Communications' DataMiner xOps platform. The integration will be ...
21/05/2026
As live sports productions continue to demand more flexible, scalable, and cost-...
21/05/2026
In advance of this year's Sports Emmy Awards, SVG is taking a deep dive into...
21/05/2026
Hey Miami & Atlanta post-production folks!
Shade is hosting a free private suite at a Braves game (6/2) and Marlins game (6/5) and have about a dozen extra tic...
21/05/2026
The Suns and Mercury become the first NBA and WNBA teams to make games available under a single broadcast partner across both over-the-air and streaming....
21/05/2026
iPhones are part of the the regular production rotation for Friday Night Baseba...
21/05/2026
In advance of this year's Sports Emmy Awards, SVG is taking a deep dive into...
21/05/2026
Heather Matarazzo as Dawn Wiener in Todd Solondz's Welcome to the Dollhouse...
21/05/2026
Spotify has always been about helping you find something you want to listen to. And over the years, we've learned your taste and the moments that matter to ...
21/05/2026
Getting concert tickets today can feel like a race you're set up to lose.
You show up at the right time, refresh endlessly, and still miss out. Too often, ...
21/05/2026
In 2022, Spotify entered a new chapter by introducing audiobooks to our platform. Since then, we've grown our catalog to include more than 700,000 titles, e...
21/05/2026
Opening remarks
ALEX
Good morning everyone, I'm Alex [Norstr m].
GUSTAV
And I'm Gustav [S derstr m].
ALEX
Whether you've been following our j...
21/05/2026
Today, Spotify hosted our third Investor Day in New York City, offering the fina...
21/05/2026
Spotify hat heute seinen dritten Investor Day in New York City veranstaltet und der Finanzwelt tiefere Einblicke in das Gesch ft, die Produktstrategie und die l...
21/05/2026
Aujourd'hui, Spotify a organis son troisi me Investor Day New York. En pl...
21/05/2026
Oggi, a New York City, Spotify ha presentato il suo terzo Investor Day, offrendo...
21/05/2026
Hoy Spotify celebr su tercer Investor Day en Nueva York, donde ofrecimos a la c...
21/05/2026
Hari ini, Spotify menyelenggarakan Investor Day yang ketiga di New York City, me...
21/05/2026
2026 : (Investor Day) , , . ...
21/05/2026
Hoje, o Spotify realizou seu terceiro Investor Day em Nova York, oferecendo co...
21/05/2026
Spotify Investor Day ...
21/05/2026
Spotify bug n, 20'nci y l d n m m z kutlad m z bu y lda, finans camias na, i modelimiz, r n stratejimiz ve uzun vadeli vizyonumuz hakk nda daha detayl ...
21/05/2026
Two new Story Packs join orchestral instrument line-up
Sonuscore have just introduced two new additions to The Score, marking the instrument's first maj...
21/05/2026
30,000 samples, 99 presets & 504 loops
Heavyocity are well known for their hard-hitting cinematic instruments, and their latest release is no exception to t...
21/05/2026
Rohde & Schwarz AI powered voice to data: The future of air traffic control take...
21/05/2026
SKY RAIDER II INTERNATIONAL's modular open systems architecture delivers expanded operational reach and mission flexibility....
21/05/2026
ASO-enabled WESCAM MX-10 systems conduct systematic wide-area maritime search patterns, autonomously managing sensor scan operations to expand coverage, reduce ...
21/05/2026
HBO Max, a new addition to Gracenote Data Hub, is home to the most sports programming among major streamers
NEW YORK May 21, 2026 New analysis by Gracenote...
21/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
21/05/2026
The UK's leading event for the creative industries united thousands of professionals for two days of networking, debate, industry insight and getting hands-...
21/05/2026
Recreating Doug Trumbull's Slitscan VFX - After Effects Mastery
Graham Quince May 21, 2026
0 Comments
In this After Effects tutorial, I'm divi...
21/05/2026
Cavalry: An Array of Fun Stuff
Simon Ubsdell May 21, 2026
0 Comments
Arrays are a really powerful feature of Cavalry and here we'll go over some o...
21/05/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...