— Sony has announced the availability window in Europe for a variation of its latest BRAVIA TV models in large screen sizes – including the flagship BRAVIA XR MASTER Series A90J 4K HRD OLED TV in 83” —
Sony has announced the of start deliveries of several large-screen variants of its 2021 televisions in May. Customers looking to upgrade their home entertainment setup for a more immersive experience centred around a sizeable display will now have the opportunity to choose from a variety of entry and high-end models boasting some of Sony’s most advanced proprietary picture and sound technologies. Two of the models going on sale (BRAVIA XR MASTER Series 83” A90J 4K HDR OLED TV and BRAVIA XR 75” X90J 4K HDR Full Array LED TV) are part of the BRAVIA XR range and come equipped with the new revolutionary Cognitive Processor XR™, which employs a completely new processing method going beyond conventional AI, designed to replicate the ways humans see and hear.
For a few years already buyers have been more often opting for a bigger screen size whilst purchasing their new TV sets. A 2019 research commissioned by Sony revealed that almost half of people wanted a bigger TV than they already had[i] and it seems many have followed through on that desire. Sony has recorded a steady growth in sales of TV models of 55” and above with especially displays larger than 75” significantly gaining in popularity in 2020[ii]. This can be attributed to people spending more time at home amidst the pandemic and prioritising technological upgrades to better enjoy film and TV content available on popular streaming services and TV channels.
The new large-screen Sony TVs going on sale now are the 75” and 85” X85J 4K HDR LED, 75” BRAVIA XR X90J Full Array LED and 83” BRAVIA XR MASTER Series A90J 4K HDR OLED TVs. The latter two are based on the brand-new Cognitive Processor XR. 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 MASTER Series A90J 4K HDR OLED and BRAVIA XR X90J 4K HDR LED 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 X85J, X90J and A90J TVs are ideal 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 75” and 85” X85J 4K HDR LED, 75” BRAVIA XR X90J Full Array LED and 83” BRAVIA XR MASTER Series A90J 4K HDR OLED are going on sale in Europe in May with pre-orders opening in select countries now[iii]. For more information, please check your local Sony site at www.sony.eu.
[i] Research of 6,000 Europeans carried out by One Poll in April 2019. More information: https://presscentre.sony.eu/pressreleases/sony-reveals-how-tv-has-impacted-the-living-room-through-the-decades-with-new-report-2878577
[ii] Based on internal Sony data.
[iii] Model availability and timing vary by country.
[iv] Countries and availability to be confirmed.
[v] Number and selection of titles differ by model and subject to change.
[vi] 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.
[vii] Google TV integrated services are subject to terms and conditions and may change or terminate without notice.
[viii] 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.
[ix] Netflix streaming membership required. 4K Ultra HD availability subject to your Netflix subscription plan, internet service, device capabilities, and content availability. www.netflix.com/termsofuse
[x] VRR requires firmware update.
[xi] 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.
[xii] 65” and 55” features a two-way stand.
[xiii] Seamless Edge for 65” and 55” models only. 83” model features an aluminium bezel.
[xiv] 2-way stand only available on models 55″ and above.
[xv] 2-way stand only available on models 55″ and above.
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: www.sony.net
* 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: www.sony.eu/presscentre