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.

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 PRO 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 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
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™[iv]: 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[v] 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[vi]. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TV[vii]
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™[viii]
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[ix]
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR)[x], 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[xi]
Ambient Optimization optimises picture and sound quality in any environment
Two-way stand 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
3-way multi-position stand gives you the choice of a standard setting that focuses you on the picture, narrow setting for smaller shelves and soundbar setting for ideal positioning of your sound system[xii]
Minimalist one slate design with Seamless Edge[xiii] 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

X90J (75”, 65”, 55” and 50” models) 4K Full Array 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 Full Array LED, 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)x, 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
Versatile 2-way stand gives you the choice of a standard setting that focuses you on the picture or a narrow setting for smaller shelves[xiv]
BRAVIA CORE™iv: 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 titlesv 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 Mbpsvi. Learn more about this collaboration here: https://www.sony.net/bravia-core
Quick access to an array of content and services with Google TVvii
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™viii
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving soundxi
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 DTSix
Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
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)x, Auto Low Latency Mode (ALLM) and eARC
X-Balanced Speaker delivers 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
Versatile 2-way stand gives you the choice of a standard setting that focuses you on the picture or a narrow setting for smaller shelves[xv]
Quick access to an array of content and services with Google TVvii
Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™viii
Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving soundxi
Works with Alexa and Google Assistant

[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-impact...
[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 30MB/s - 80MB/s. To access Pure Stream™ at 30MB/s, you must have a minimum internet speed of 43MB/s. To access highest quality Pure Stream™ available at 80MB/s you must have a minimum internet speed of 115MB/s. 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.