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

January 7, 2021

Sony Electronics Inc. today announced the world’s first cognitive intelligence televisions. 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 North America. “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 titles 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 Mbps. 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 subscriptions 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), 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 TVs, 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 enabled devices, you may cast and control videos from YouTube with Google Nest speakers  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 Upscaling 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™
• 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 sound
• 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 DTS
• 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 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
• 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 experience
• 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 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  
• 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-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 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.