Sony Europe today announced the world’s first cognitive intelligence televisions[1]. 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 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:

• BRAVIA CORE™[3]: 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 titles[4] 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[5]. Learn more about this collaboration here: https://www.sony.net/bravia-core
• Google TV: This line-up also introduces Google TV, a brand-new entertainment experience that brings together movies, shows, live TV and more from apps and subscriptions[6] and organises them just for you. Easily find something to watch with personalised 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 Feature Compatibility: All BRAVIA XR TVs will feature HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM) and eARC, 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 TVs[8], 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 Alexa[9] enabled devices, you may cast and control videos from YouTube with Google Nest speakers[10] 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 optimised for playback of cinematic content.

Sony's new TV models and key features

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

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content
• Combined with the precision of a Full Array LED panel, XR Triluminos Pro, XR Contrast Booster and XR 8K Upscaling delivers supreme 8K realism with deep blacks and intense brightness
• Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blur
• X-Wide Angle technology provides vivid real-world colours from any angle while retaining more brightness
• Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
• BRAVIA CORE™[3]: 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 titles[4] 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[5]. Learn more about this collaboration here: https://www.sony.net/bravia-core
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• Works with Alexa and Google Assistant
• Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
• X-Anti Reflection minimises reflection for a distraction-free viewing experience
• HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM) and eARC
• Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[12]
• Ambient Optimization optimises 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 DTS[13]
• Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

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

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite 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 colour with the subtle differences seen in the real world
• XR Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high speed scenes
• BRAVIA CORE™[3]: 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 titles[4] 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[5]. Learn more about this collaboration here: https://www.sony.net/bravia-core
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• 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 DTS[13]
• 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 pictures
• HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM) and eARC
• 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 sound[12]
• Ambient Optimization optimises picture and sound quality in any environment
• Two-way stand[14]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[15] 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 experience

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

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite 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 minimise 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
• BRAVIA CORE™[3]: 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 titles[4] 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[5]. Learn more about this collaboration here: https://www.sony.net/bravia-core
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• Works with Alexa and Google Assistant
• XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
• HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM) and eARC
• Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[12]
• Ambient Optimization optimises 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 experience[16]
• Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS[13]
• Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

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

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite 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 colours 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-analyses 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 sound[12]
• X-Anti Reflection minimizes reflection for a distraction-free viewing experience[17]
• XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
• HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM) and eARC
• Ambient Optimization optimises 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 system[18]
• BRAVIA CORE™[3]: 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 titles[4] 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[5]. Learn more about this collaboration here: https://www.sony.net/bravia-core
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• Works with Alexa and Google Assistant
• Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience

• Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS[13]
• Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

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

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite 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-analyses 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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM) and eARC
• Acoustic Multi-Audio and 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 with flush surface maximises the screen and minimises the bezel so users stay focused on what’s important – the picture
• BRAVIA CORE™[3]: 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 titles[4] 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[5]. Learn more about this collaboration here: https://www.sony.net/bravia-core
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[12]
• Works with Alexa and Google Assistant
• Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience[19]
• Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS[13]
• Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

Other announced TV models (non-XR)

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

• 4K HDR Processor X1™ reproduces more depth, textures and natural colours with Object-based HDR remaster technology
• 4K X-Reality™ PRO picture processing technology upscales every pixel for remarkable clarity. Advanced noise reduction techniques and a special pattern database ensure every scene is full of lifelike detail
• 100Hz native panel
• HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[7], Auto Low Latency Mode (ALLM)[20] and eARC
• X-Balanced speakers deliver a powerful and immersive soundscape
• Ambient Optimization technology with a light sensor automatically adjusts picture and sound to viewers’ environment
• Minimalist design with flush surface maximises the screen and minimises the bezel so users stay focused on what’s important – the picture
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[12]
• Works with Alexa and Google Assistant

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

• 4K HDR Processor X1™ reproduces more depth, textures and natural colours with Object-based HDR remaster technology
• 4K X-Reality™ PRO picture processing technology upscales every pixel for remarkable clarity. Advanced noise reduction techniques and a special pattern database ensure every scene is full of lifelike detail
• 50Hz native panel
• HDMI 2.1 feature compatibility (eARC)
• X-Balanced speakers deliver a powerful and immersive soundscape
• Ambient Optimization technology with a light sensor automatically adjusts picture and sound to viewers’ environment
• Minimalist design maximises the screen and minimises the bezel so users stay focused on what’s important – the picture
• Quick access to an array of content and services with Google TV[6]
• Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[11]
• Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound[12]
• Works with Alexa and Google Assistant

W800 (32” models) HD LED TV features:

• BRAVIA Engine
• Android TV allows instant access to movies, TV shows and thousands of apps, and can be used as a gaming device. TV lovers can enjoy hit shows and timeless movies on Google Play Movies & TV, Netflix, Amazon Prime Video, YouTube, and others.

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: https://www.sony.co.uk/electronics/bravia-xr.

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

[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 Amazon.com, 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. www.netflix.com/termsofuse

[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.