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  • Writer's pictureBillions Luxury Portal


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. Sonyy 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.


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