Sony Electronics Announces New BRAVIA XR 8K LED, 4K OLED and 4K LED Models with New "Cognitive Processor XR"

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

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Jan 07, 2021, 13:00 ET

SAN DIEGO, Jan. 7, 2021 /PRNewswire/ -- Sony Electronics Inc. today announced the world's first cognitive intelligence televisions¹. 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 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 analyze picture elements like color, contrast and detail individually, the new processor can cross-analyze 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 synchronized and lifelike – something that conventional AI cannot achieve.

Cognitive Processor XR can also analyze 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, analyzes and understands unprecedented amounts of data and intelligently optimizes every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered.

"Sony's goal is to offer viewers the best and most immersive experience – authentically delivering the creator's true intent," said Mike Fasulo, president and chief operating officer of Sony Electronics, Inc. "Our new BRAVIA CORE technology and the XR lineup takes the industry to the next level with a powerful, cinematic experience, enabled by the world's first TVs with cognitive processors¹."

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 titles² and the largest IMAX Enhanced movie 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 Mbps³. Learn more about this collaboration here: https://www.sony.net/bravia-core
Google TV: This lineup also introduces Google TV, a brand-new entertainment experience that brings together movies, shows, live TV and more from apps and subscriptions⁴ and organizes them just for you. Easily find something to watch with personalized 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 Compatibility: All BRAVIA XR TVs will feature HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)⁵, Auto Low Latency Mode (ALLM) and e-ARC, 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 TVs⁶, 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 Alexa⁷enabled devices, you may cast and control videos from YouTube with Google Nest speakers⁸ 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 optimized for playback of cinematic content.

Sony's New TV Models and Key Features

MASTER Series Z9J [85" class (84.6" diag.) and 75" class (74.5" diag.) models] 8K LED TV features:

Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
Combined with the precision of a Full Array LED panel, XR Triluminos Pro, XR Contrast Booster and XR 8K Upscaling⁹ delivers supreme 8K realism with deep blacks and intense brightness
Latest XR Motion Clarity technology cross-analyzes data to ensure action stays smooth, bright and clear with no blur
X-Wide Angle technology provides vivid real-world colors from any angle while retaining more color and brightness
Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
Quick access to an array of content and services with Google TV
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™¹⁰
Works with Alexa and Google Assistant
Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience⁶
X-Anti Reflection minimizes reflection for a distraction-free viewing experience
HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)⁵, Auto Low Latency Mode (ALLM) and e-ARC
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound¹¹
Ambient Optimization optimizes 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 sound bar 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 DTS¹²
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
NextGen TV (ATSC 3.0) compatibility
For more information about the Z9J, please visit: https://www.sony.com/electronics/televisions/z9j-series

MASTER Series A90J [83" class (82.5" diag.), 65" class (64.5" diag.) and 55" class (54.6" diag.) models] OLED TV features:

Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite 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 color with the subtle differences seen in the real world
XR Motion Clarity technology controls moving images precisely to minimize blur so that pictures remain true with less loss in brightness during high speed scenes
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
Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS¹²
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 pictures⁹
HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)⁵, Auto Low Latency Mode (ALLM) and e-ARC
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 sound¹¹
Ambient Optimization optimizes picture and sound quality in any environment
Two-way stand¹³ provides different stand position options, including a hero position to eliminate distractions and a sound bar 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 experience⁶
NextGen TV (ATSC 3.0) compatibility
For more information about the A90J, please visit: https://www.sony.com/electronics/televisions/a90j-series

A80J [77" class (76.7" diag.), 65" class (64.5" diag.) and 55" class (54.6" diag.) models] OLED TV features:

Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite 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 color with the subtle differences seen in the real world
XR Motion Clarity technology controls moving images precisely to minimize 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 sound bar position to elevate the TV and integrate a soundbar system
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 pictures⁹
HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)⁵, Auto Low Latency Mode (ALLM) and e-ARC
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound¹¹
Ambient Optimization optimizes 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 experience⁶
Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS¹²
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
NextGen TV (ATSC 3.0) compatibility
For more information about the A80J, please visit: https://www.sony.com/electronics/televisions/a80j-series

X95J [85" class (84.6" diag.), 75" class (74.5" diag.) and 65" class (64.5" diag.) models] 4K LED TV features:

Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
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
X-Wide Angle technology provides vivid real-world colors from any angle while retaining more color and brightness
Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster deliver supreme realism with deep blacks and intense brightness
Latest XR Motion Clarity technology cross-analyzes data to ensure action stays smooth, bright and clear with no blur
Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, 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 sound¹¹
X-Anti Reflection minimizes reflection for a distraction-free viewing experience¹⁴
XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures⁹
HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)⁵, Auto Low Latency Mode (ALLM) and e-ARC
Ambient Optimization optimizes picture and sound quality in any environment
Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar system¹⁵
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 experience⁶
Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS¹²
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
NextGen TV (ATSC 3.0) compatibility
For more information about the X95J, please visit: https://www.sony.com/electronics/televisions/x95j-series

X92 [100" class (99.5" diag.) model], X90J [75" class (74.5" diag.), 65" class (64.5" diag.), 55" class (54.5" diag.) and 50" class (49.5" diag.) models] 4K LED TV features:

Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content
Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster deliver supreme realism with deep blacks and intense brightness
Latest XR Motion Clarity technology cross-analyzes data to ensure action stays smooth, bright and clear with no blur
XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)⁵, Auto Low Latency Mode (ALLM) and e-ARC
Acoustic Multi-Audio¹⁶and sound signal processing technology deliver sound that matches perfectly with what's on screen
Ambient Optimization technology with a light sensor automatically adjusts picture and sound to viewers' environment
Minimalist design maximizes the screen and minimizes the bezel, so users stay focused on what's important – the picture
Quick access to an array of content and services with Google TV
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound¹¹
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 DTS¹²
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
NextGen TV (ATSC 3.0) compatibility
For more information about the X90J, please visit: https://www.sony.com/electronics/televisions/x90j-series

Pricing and Availability

Suggested retail price and retail availability will be announced in spring 2021.

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.com/electronics/bravia-xr. The announcement video will also be available on January 11 at 5 PM EST during CES 2021 at the following website: https://square.sony.com/.

For more information on all Sony televisions, please visit https://www.sony.com/electronics/tv/t/televisions.

About Sony Electronics Inc.

Sony Electronics is a subsidiary of Sony Corporation of America and an affiliate of Sony Corporation (Japan), one of the most comprehensive entertainment companies in the world, with a portfolio that encompasses electronics, music, motion pictures, mobile, gaming, robotics and financial services. Headquartered in San Diego, California, Sony Electronics is a leader in electronics for the consumer and professional markets. Operations include research and development, engineering, sales, marketing, distribution and customer service. Sony Electronics creates products that innovate and inspire generations, such as the award-winning Alpha Interchangeable Lens Cameras and revolutionary high-resolution audio products. Sony is also a leading manufacturer of end-to-end solutions from 4K professional broadcast and A/V equipment to industry leading 4K and 8K Ultra HD TVs. Visit http://www.sony.com/news for more information.

¹ Including a processor that cross-analyses multiple picture elements combined with focal points, recreating human perspective. As of December 2020, verified by Strategy Analytics.

² Number and selection of titles differ by model and subject to change.

³ Normally video service is approximately 25-30Mbps depending on Internet condition.

⁴Google TV integrated services are subject to terms and conditions and may change or terminate without notice.

⁵ VRR feature requires firmware update.

⁶ 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.

⁷ 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 Amazon.com, Inc. or its affiliates.

⁸ Google Nest speakers (sold sep). 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.

⁹Upscaled, simulated and enhanced 8K and 4K images will vary based on source content.

¹⁰ Apple® AirPlay® 2 and HomeKit™ features will be available on FY19 models Z9F, A9F, Z9G, A9G, X950G, X850G (85", 75", 65" and 55") / FY20 models Z8H, A9S, A8H, X950H, X900H / FY21 models Z9J, A90J, A80J, X95J, X90J. 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.

¹¹ 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.

¹² 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

¹³ 83" features three-position stand

¹⁴ Not available for 65" model.

¹⁵ 65" model offers two-position stand.

¹⁶Not available for 100" model.

SOURCE Sony Electronics, Inc.