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 ...
14/11/2026
Longtime MLB Network employee David Maybrown passed away Thursday at the age of 57. David joined MLB Network in 2009 shortly after its launch, beginning as an i...
14/11/2026
Modular innovators introduce two guitar-based products
ADDAC System's recently introduced Four String Series makes it possible to integrate physical str...
14/11/2026
Marcelo Dai's Live Session Captured with URSA Cine Immersive
Brie Clayton November 14, 2026
0 Comments
Artist takes viewers on an immersive journe...
14/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
14/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
14/11/2026
Newest Lenses, Horizon Anamorphic Seminar & Guided Lens Character Experience Highlight Creative Possibilities
At the 2026 Toru CAMERIMAGE Film Festival, ZEISS...
14/11/2026
Sonnet Announces Black Friday Sale on Select Products
Brie Clayton November 14, 2026
0 Comments
WHAT: Sonnet Technologies is having a sale on a select...
14/11/2026
Berklee Alumni Shine at the 2026 Latin Grammy Awards This year's winners included songwriters, engineers, and performers who contributed to acclaimed reco...
13/11/2026
The UIM E1 Series wraps its third season this week with the Bombay Sapphire E1 Miami GP, Nov. 11-14, on Biscayne Bay at the Miami Seaplane Base on Watson Island...
13/11/2026
In-venue and creative video staffers at the professional and collegiate level ha...
13/11/2026
Singer-songwriter Benson Boone will headline entertainment for the Discover NHL Winter Classic between the Utah Mammoth and Colorado Avalanche at Rice-Eccles St...
13/11/2026
Blackmagic Design has announced the Blackmagic Ambisonic Microphone, a 7th order ambisonic microphone array that captures spatial audio for immersive video prod...
13/11/2026
SMPTE has announced that The Studio B&H and Riedel Communications will provide the video infrastructure and communications technology for the Solutions Hub at t...
13/11/2026
The Hollywood Professional Association (HPA) has announced the theme and program focus for the 2027 HPA Tech Retreat, which takes place Feb. 14-18, 2027, in La ...
13/11/2026
Football Manager 27 Touch is available on Apple Arcade starting today. The game ...
13/11/2026
MotoGP has announced a two-year media rights agreement with ESPN covering the Un...
13/11/2026
Apple Sports, the free iPhone app, has added the Ultimate Fighting Championship (UFC) to its lineup of supported sports, in time for Saturday's UFC 334. The...
13/11/2026
The NBA and Fanatics Studios, the joint venture between Fanatics and entertainme...
13/11/2026
ESPN held its annual EDGE Innovation Conference last night and offered up an ove...
13/11/2026
Regional sports network gives Ithaca College, SUNY Cortland students a platform to thrive
One of the biggest games in Division III college football will be pla...
13/11/2026
Studer-inspired 500-series PWM compressor unveiled
The HLabs range already includes a couple of Studer-inspired offerings in the form of the PRE169 and EQ16...
13/11/2026
Download Now!
To view the white paper, please enter the following details:
--
First Name* First Name
Company*
Country* Please select your countryA...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Blue Lucy, the workflow orchestration and integration platform for broadcasters, rights owners and localisation companies, today announced an integration with c...
13/11/2026
Krotos announces Black Friday offers on Studio Pro and Studio Max
Brie Clayton November 12, 2026
0 Comments
First-year annual plans start at US$195.99...
13/11/2026
Blackmagic Design Announces Blackmagic Ambisonic Microphone
Brie Clayton November 12, 2026
0 Comments
New 7th order ambisonic microphone with 108 MEMS...
13/11/2026
Meet the Berklee Student Setting Planetary Motion to Music With his compositional platform SoniKosmos, Javier Roqueni aims to make the universe the ultimate i...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Amagi, the media industry cloud company, today announced a partnership with Golden Times Media Technology (stock code 920021.BJ), a Beijing-based media and tech...
13/11/2026
CGI (TSX: GIB.A) (NYSE: GIB), one of the largest independent IT and business consulting services firms in the world, together with its Malaysian partner, Cedar ...
13/11/2026
SMPTE, the home for media professionals, technologists and engineers, today announced that The Studio B&H and Riedel Communications will provide the video infra...
13/11/2026
iWedia, a global leader in connected TV software solutions, will present its software-first approach to DRAM optimization at Android TV APAC Summit 2026 in Bang...
13/11/2026
Beginning today, November 13, Apple HomeView is available for purchase at Apple Store locations, on the Apple Store online, and in the Apple Store app in select...
13/11/2026
From pediatric research to smart hospitals, AI is helping care teams spend less time on routine tasks and more time with patients.
Health systems and startups...
12/11/2026
Industry leaders examine how Dynamic Media Facility, Media eXchange Layer, and c...
12/11/2026
The junior Tar Heel is embracing the technical and creative challenges of live production while emerging as a leader and mentor in the control room...
12/11/2026
Gracenote, Nielsen's content intelligence business, has released its fifth a...
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.
