Saturday, September 25

Sony Announces New BRAVIA XR TV Models

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Sony Electronics has announced the new BRAVIA XR televisions series, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED, X95J and X90J 4K LED televisions. According to Sony, this new line of TVs is powered by Cognitive Processor XR technology, a next-generation AI technology that promises to greatly improve the viewing experience.

Cognitive Processor XR

Powered by Cognitive Processor XR, Sony says the ‘brain’ of the new BRAVIA XR models use a completely new processing method that goes beyond conventional AI. Designed to replicate the ways humans see and hear, Cognitive Processor XR is powered by cognitive intelligence.

When we see objects, we unconsciously focus on certain points, cognitive intelligence, knows where that focal point is by dividing the screen into numerous zones and detecting 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, this new processor can cross-analyse an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best final outcome, in conjunction with each other, so everything is synchronised and lifelike — something that Sony says 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 lifelike picture and sound.

Sony BRAVIA

Key Features

All BRAVIA XR TVs will feature HDMI 2.1 and e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), supporting higher resolutions and frame rates ideal for next-generation gaming.

Other key features in the new BRAVIA XR Lineup includes: Google TV, Smart Speaker Compatibility, HDMI 2.1 Compatibility, and
Hands-Free Voice Function.

The MASTER Series Z9J [85” class model] 8K LED TV and MASTER Series A90J [65” class and 55” class models] OLED TVs also feature minimalist one slate design with Seamless Edge bezel which embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction.

Pricing and retail availability for the new BRAVIA XR Lineup will be announced later.

Watch the launch video for the new BRAVIA XR Lineup below:

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