Sony Pixel Power calrec Sony

Sony opens pre-orders in Europe for BRAVIA XR X90J Full Array LED TV with cognitive intelligence

06/04/2021

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
LINK: https://presscentre.sony.eu/pressreleases/sony-opens-pre-orders-in-eur...
See more stories from sony

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 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...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

13/04/2026

How Mei Semones Built Her Sound from J-Pop, Jazz, and Bilingual Songwriting

How Mei Semones Built Her Sound from J-Pop, Jazz, and Bilingual Songwriting The indie-pop artist combines agile guitar lines, rhythmic shifts, and lyrics that...

13/04/2026

Cue the Change: Jonathon Heyward Is Making Classical Music More Relatable

Cue the Change: Jonathon Heyward Is Making Classical Music More Relatable Nicknamed the Converse Conductor, the Boston Conservatory alum holds top conductin...

13/04/2026

Heat Wave: Inside Miamis Sizzling, Boundary-Blurring Latin Music Scene

Heat Wave: Inside Miamis Sizzling, Boundary-Blurring Latin Music Scene In a city shaped by migration and exchange, Berklee alumni are helping drive a Latin mu...

13/04/2026

TikToK, Major Ad Groups Back Influencer Certification Program

Share Copy link Facebook X Linkedin Bluesky Email...

13/04/2026

DHD Marks 30th Anniversary with Brand Relaunch

DHD audio, developer and manufacturer of digital audio systems for professional broadcast, has launched a comprehensive brand update to mark its 30th anniversar...

13/04/2026

Stegawave Debuts Real-Time Forensic Watermarking to Tackl...

Stegawave, an Irish technology company specialising in forensic watermarking for video content, today announced the launch of its anti-piracy platform for live ...

13/04/2026

Synamedia PowerVu cuts broadcast distribution costs by up...

New version of Quortex PowerVu delivers a standards-based approach to satellite-to-IP transitions, eliminating the need for baseband workflows and complex infra...

13/04/2026

Studio Berlin Invests in Cinematic Live Production with G...

Grass Valley LDX camera systems enable leading German production company to support broadcast and cinematic live production within a single environment. Grass ...

13/04/2026

Techex and MediaKind partner to bring resilient IP transp...

London, UK, 13 April 2026 Techex and MediaKind today announced a partnership to integrate Techexs IP transport and orchestration technology, tx edge, directly...

13/04/2026

Transforming modern education environments with Lightware...

In today's hybrid education environments, there is no one-size-fits-all' AV solution. Lightware's extensive AV portfolio addresses this challenge, ...

13/04/2026

Mediaproxy adds AI toolset to LogServer for brand and adv...

Mediaproxy, the global standard for software-based IP compliance monitoring and multiviewing solutions, has developed a new suite of AI-powered tools designed t...

13/04/2026

Freelance Video Cameraman - Los Angeles

Freelance Video Cameraman - Los Angeles Brie Clayton April 13, 2026 0 Comments Freelance Video Cameraman April 8, 2026COW Jobs: Director Needed for ...

13/04/2026

Atomos to Acquire Flanders Scientific

Atomos to Acquire Flanders Scientific Brie Clayton April 13, 2026 0 Comments Strengthening commitment to precision monitoring, from camera to delivery...

13/04/2026

Digital Anarchy Announces ShotNotes, A Notepad and Task Tracking Panel for Premiere Pro

Digital Anarchy Announces ShotNotes, A Notepad and Task Tracking Panel for Premi...

13/04/2026

NAB 2026 Live Demo at HP Booth Highlights JALI Powered Interactive AI Character Experience

NAB 2026 Live Demo at HP Booth Highlights JALI Powered Interactive AI Character ...

13/04/2026

Manifold Introduces AT300 Multiviewer Support at NAB 2026

Manifold Introduces AT300 Multiviewer Support at NAB 2026 Brie Clayton April 13, 2026 0 Comments and adds HDR-SDR conversion to the recently announced...

13/04/2026

RT Radio 1 unveils new audio identity

RT Radio 1 has today launched a significant step in its ongoing strategic evolution. Following the launch of its brand-new schedule late last year, RT Radio 1...

13/04/2026

The Late Late Show offers a once-in-a-lifetime prize to the winner of next week's Opening Act compet

The Late Late Show Opening Act, the search for Ireland's newest country musi...

13/04/2026

RT appoints new Chief Financial Officer

RT has today announced the appointment of Annemarie Britz to the position of Chief Financial Officer, RT following a public competition. Annemarie Britz is c...

12/04/2026

Areal unveil the SR1

Headphone system designed for immersive monitoring With the demand for immersive audio showing no signs of slowing down, lots of companies are turning their...

12/04/2026

Beeble expands AI production workflow ahead of NAB 2026 with background remover

Beeble expands AI production workflow ahead of NAB 2026 with background remover Brie Clayton April 11, 2026 0 Comments Ahead of its upcoming participa...

12/04/2026

Like and Transcribe

Like and Transcribe Mei Semones BM '22 blends languages and techniques to create her singular style. April 10, 2026 By Bryan Parys Mei Semones BM '...

12/04/2026

Cue the Change

Cue the Change Nicknamed the Converse Conductor, Jonathon Heyward BM '14 is making classical music more relatable. April 10, 2026 By Sarah Godcher Murp...

12/04/2026

Heat Wave

Heat Wave Inside Miamis sizzling, boundary-blurring Latin music scene. April 13, 2026 By Ricardo Herrera Bandrich Image by Stella Levi Down there: Thats ...

11/04/2026

Infrasonic launch Infrasonic Berlin

Engineer collective welcome Freddy Knop Infrasonic, an award-winning collective of audio engineers operating out of Nashville and Los Angeles with credits r...

11/04/2026

L3Harris' Red Wolf and SKY RAIDER II INTERNATIONAL Showcase Adaptability for Evolving Missions

Combining launched effects with a proven mission aircraft, Red Wolf and SKY RAI...

11/04/2026

Accelerating Production of National Security Space Assets with Additive Manufacturing

3D printed RL10 rocket engine combustion chambers shown in the manufacturing are...

11/04/2026

Sachtler Highlights Comprehensive Camera Support Solutions at NAB 2026

Sachtler Highlights Comprehensive Camera Support Solutions at NAB 2026 Brie Clayton April 11, 2026 0 Comments Sachtler showcases advanced camera suppo...

11/04/2026

Sohonet Launches Media Fabric: A Unified Managed Infrastructure Suite for Film, Television and Post-Production

Sohonet Launches Media Fabric: A Unified Managed Infrastructure Suite for Film, ...

11/04/2026

AJA Unveils BRIDGE LIVE IP with SMPTE ST 2110 I/O

AJA Unveils BRIDGE LIVE IP with SMPTE ST 2110 I/O Brie Clayton April 11, 2026 0 Comments New IP video solution streamlines modern productions, providi...

11/04/2026

InSync Unveils Advanced Video Processing and Frame Rate Conversion Solutions at NAB 2026

InSync Unveils Advanced Video Processing and Frame Rate Conversion Solutions at ...

11/04/2026

Amagi Launches Newspulse: An Agentic AI Platform That Autonomously Turns Live Newscasts into Multi-Format Digital Content

Amagi Launches Newspulse: An Agentic AI Platform That Autonomously Turns Live Ne...

11/04/2026

Federal Judge Extends Nexstar/Tegna TRO, Softens Some Provisions

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

Sling TV Launches $19.99 a Month Sling Essentials with ESPN

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

NAB Show Launches Content Creator VIP Program

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

FCC Announces Tentative Agenda for April Open Meeting

Share Copy link Facebook X Linkedin Bluesky Email...

11/04/2026

GARR and Cubbit launch the first geo-distributed storage...

Pilot phase begins for a new national infrastructure designed to safeguard academic and research data with full local data control, sovereignty, resilience, and...

11/04/2026

How to Stream Coachella 2026 at Home

How to Stream Coachella 2026 at Home Check this years stacked schedule for the annual music festivals full lineup, including when Berklee artists from Laufey ...

11/04/2026

Time Travel

Time Travel As Berklee on the Road programs in Puerto Rico and Italy mark decades-long anniversaries, we journey into the past and step into the future. Apri...

11/04/2026

April 10, 2026

Improving vaccine design for Ebola, HIV and more Scripps Research scientists and colleagues develop a nanodisc platform that offers a clearer view of how key vi...

10/04/2026

The Invisible OPEX Killer: Is Your Server Room Dragging You Down?

The Invisible OPEX Killer: Is Your Server Room Dragging You Down? In the broadcast world, we talk a lot about uptime. We talk about talent retention, latency...

10/04/2026

NAB 2026: Imagine Communications to Showcase Expanded Multiviewer Portfolio

Imagine Communications will showcase its multiviewer portfolio at NAB Show 2026 (April 19-22, Booth N1328, Las Vegas Convention Center), including Prismon and t...

10/04/2026

NAB 2026: Chyron Releases PRIME VSAR 2.3 with Updated Unreal Engine Integration

Chyron has released PRIME VSAR 2.3, an update to its virtual set and augmented reality solution for broadcast. The release adds compatibility with Unreal Engine...

10/04/2026

NAB 2026: Techex to Showcase New tx darwin Capabilities

Techex will exhibit at NAB Show 2026 (Booth W2267, April 19-23, Las Vegas Convention Center), demonstrating new tx darwin features including consumer multiview,...