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Sony Europe announces new BRAVIA XR 8K LED, 4K OLED and 4K LED models with new “Cognitive Processor XR”

07 Jan, 2021

Innovative new processor mimics human brain to deliver a never-before-seen immersive viewing experience

Sony Europe today announced the world’s first cognitive intelligence televisions[1]. The new BRAVIA XR televisions include MASTER Series Z9J 8K LEDMASTER 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[2], which goes beyond conventional AI.’

Key BRAVIA XR line-up highlights:

Sony’s new TV models and key features

MASTER Series Z9J (85” and 75” models) 8K LED TV features:


MASTER Series A90J (83”, 65” and 55” models) OLED TV features:


A80J (77”, 65” and 55” models) OLED TV features:


X95J (85”, 75” and 65” models) 4K LED TV features:


X90J (75”, 65”, 55” and 50” models) 4K LED TV features:


Other announced TV models (non-XR)

X85J (85”, 75”, 65”, 55”, 50” and 43” models) 4K LED TV features:


X81J (75”) and X80J (65”, 55”, 50” and 43” models) 4K LED TV features:


W800 (32” models) HD LED TV features:


Pricing and availability

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:

For more information on all Sony televisions, please visit

[1] Including a processor that cross-analyses multiple picture elements combined with focal points; recreating human perspective. As of December 2020 no other brand has specifically claimed such cognitive intelligence for their TV processor. Verified by Strategy Analytics.

[2] As of December 2020, Cognitive Processor XR cross-analyses multiple picture elements combined with focal points; recreating human perspective. Verified by Strategy Analytics.

[3] Countries and availability to be confirmed.

[4] Number and selection of titles differ by model and subject to change.

[5] Normally, a video service is approximately 25-30Mbps depending on the Internet condition.

[6] Google TV integrated services are subject to terms and conditions and may change or terminate without notice.

[7] VRR requires firmware update.

[8] Compatible devices require internet connection. Voice Search is available using the included remote control, Android TV Remote Control application with Android 4.0 or higher, or using Sony’s TV SideView application available for Android 4.0.3 or higher or iOS 7.0 or higher.

[9] Amazon Alexa enabled devices (sold separately) compatible with Sony’s TV devices. Amazon account required. Subscriptions may be required to access certain content. Sony’s TV and Alexa devices both require internet connection. Not all smart home features are supported via Alexa, please refer to the enabled Alexa skill for a list of supported features. Amazon, Echo, Alexa, and all related logos are trademarks of, Inc. or its affiliates.

[10] Google Nest speakers (sold separately). Requires compatible devices connected to the same wireless home network. Download the Google Home app from the iPhone App Store or Google Play. Subject to third party app terms and conditions. User must link compatible devices in order to control operation. Once download is complete, the Google Home feature may be connected to the Sony device to access the voice control function.

[11] Apple® AirPlay® 2 and HomeKit™ features will be available on FY19 models ZF9, AF9, ZG9, AG9, XG95, XG85 (85″, 75″, 65″ and 55″) / FY20 models ZH8, A9, A8, XH95, XH90 / FY21 models Z9J, A90J, A80J, X95J, X90J, X85J, X81J/X80J. AirPlay 2 and HomeKit features require an iOS device running iOS 12.3 or later or a Mac running macOS 10.14.5. Apple, AirPlay, HomeKit, iPhone, iPad, Mac, and macOS are trademarks of Apple Inc., registered in the U.S. and other countries.

[12] Consumers can enjoy movies and TV shows in Dolby Vision and Dolby Atmos from compatible streaming services such as Netflix through the TV’s native streaming apps or via a compatible streaming media player connected to the TV via HDMI. Requires HDMI® cables sold separately.

[13] Netflix streaming membership required. 4K Ultra HD availability subject to your Netflix subscription plan, internet service, device capabilities, and content availability.

[14] 83” features a three-position stand.

[15] Seamless Edge for 65” and 55” models only. 83” model features an aluminium bezel.

[16] Depends on country.

[17] Not available for the 65” model.

[18] 65” model offers a two-position stand.

[19] Depends on country.

[20] ALLM requires firmware update.

About Sony Corporation

Sony Corporation is responsible for the Entertainment, Technology & Services (ET&S) business in the Sony Group. With the vision of “continuing to deliver Kando and Anshin* to people and society across the world through the pursuit of technology and new challenges,” Sony will create products and services in areas such as home entertainment & sound, imaging, and mobile communications.

For more information, visit:

* Both Japanese words, Kando means emotion and Anshin has various meanings such as peace of mind, reassurance, reliability and trust.

About Sony Europe B.V.

Sony Europe B.V. is a subsidiary of Sony Corporation and is headquartered in UK. We drive Sony’s leading Entertainment, Technology & Services business for consumer and professional markets, as well as Imaging & Sensing Solutions business across Europe. From R&D and engineering, design, to sales, marketing, distribution and customer service, we work to deliver Sony’s purpose to fill the world with emotion through the power of creativity and technology.

For more information, visit:

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