Sony Europe Announces New BRAVIA XR 8K LED, 4K OLED and 4K LED Models

Sony Europe. today announced the world’s first cognitive intelligence televisions. The new BRAVIA XR televisions include MASTER Series Z9J 8K LED, MASTER Series A90J and A80J OLED, and X95J and X90J 4K LED.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the televisions use a completely new processing method that goes 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.

‘Sony’s intent is to constantly innovate in the TV technology to offer the most immersive viewing experience possible’, said Masaomi Ando, head of Sony Europe’s TV business unit. ‘The new BRAVIA XR TVs convey reality better than ever, thanks to the processing power of the world’s first cognitive processor, which goes beyond conventional AI.’

Key BRAVIA XR Lineup Highlights:

BRAVIA CORE™: 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 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. Learn more about this collaboration here: https://www.sony.net/bravia-core
Google TV: This line-up also introduces Google TV, a brand-new entertainment experience that brings together movies, shows, live TV and more from apps and subscriptions and organizes them just for you. Easily find something to watch with personalised recommendations and bookmark shows and movies to a single Watchlist to keep track of what to watch. Users can even add to their Watchlist from their phone or laptop with Google Search.
HDMI 2.1 Feature Compatibility: All BRAVIA XR TVs will feature HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC, supporting higher resolutions and frame rates ideal for next-generation gaming.
Sound-from-Picture Reality™: In addition to best-in-class picture quality, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality™, which aligns the position of the sound with the images on the screen to offer a uniquely lifelike experience.
Hands-Free Voice Function: With hands-free voice control built into Sony’s Google TVs, you can set aside the remote and just use your voice to search for entertainment, get answers, and control the TV and smart home devices. Try saying “Hey Google, turn on the TV” or “Hey Google, what should I watch?”
Smart Speaker Compatibility: With Google Assistant and Amazon Alexa enabled devices, you may cast and control videos from YouTube with Google Nest speakers or change the channel or volume with Google Assistant and Amazon Alexa enabled devices.
Delivering the Creator’s Intent: The new models will continue to deliver the creator’s intent with Netflix Calibrated Mode, offering studio-quality Netflix content, and IMAX® Enhanced™, which features IMAX remastered picture and sound, as well as IMAX Enhanced Mode — fully optimised for playback of cinematic content.

Sony’s New TV Models and Key Features

MASTER Series Z9J (85” and 75” models) 8K 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, XR Contrast Booster and XR 8K Upscaling delivers supreme 8K 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
X-Wide Angle technology provides vivid real-world colours from any angle while retaining more brightness
Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
BRAVIA CORE™: 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 titles⁴ 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. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TV
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™
Works with Alexa and Google Assistant
Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
X-Anti Reflection minimises reflection for a distraction-free viewing experience
HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound.
Ambient Optimization optimises picture and sound quality in any environment
Minimalist one slate design embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction
Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and soundbar position to elevate the TV and integrate a soundbar system
Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS.
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings.

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 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™³: 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 titles⁴ 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. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TV
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™¹¹
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
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
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)⁷, 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-vivid picture quality and incredible moving sound.
Ambient Optimization optimises picture and sound quality in any environment
The two-way stand provides different stand position options, including a hero position to eliminate distractions and a soundbar position to elevate the TV and integrate a soundbar system
Minimalist one slate design with Seamless Edge 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.

A80J (77”, 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 Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high-speed scenes
Improved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmony
Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and soundbar position to elevate the TV and integrate a soundbar system
BRAVIA CORE™: 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 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 Mbps⁵. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TV
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™
Works with Alexa and Google Assistant
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), Auto Low Latency Mode (ALLM) and eARC
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
Ambient Optimization optimises picture and sound quality in any environment
Minimalist one slate design with Metal Flush Surface 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
Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS

Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

Pricing and retail availability in Europe will be announced at a later date.

For more information on new Sony television models, please watch Sony’s BRAVIA XR announcement video here or visit the BRAVIA XR website: https://www.sony.co.uk/electronics/bravia-xr

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