Sony’s cognitive intelligence TV series now available to pre-order in Europe

Sony’s new BRAVIA XR MASTER Series A90J 4K HDR OLED TVs, announced in January, are now available to pre-order in select European countries with deliveries expected later this month.

Unlike any TV Sony has ever made, the A90K, which is the flagship OLED model of the new BRAVIA XR series, uses a brand new processing method which goes beyond conventional AI, designed to replicate the ways humans see and hear.

Like humans unconsciously focus on certain points and objects of a display, the Cognitive Processor XR, powered by cognitive intelligence, divides the screen into several zones and detects where the ‘focal point’ is in the picture.

Different to conventional AI, which can only detect and analyse picture elements such as colour, contrast, and detail individually, the new Cognitive Processor XR can cross-analyse an array of elements as once, similar to how the human brain acts. This allows all elements on the display to be adjusted in conjunction with each other for the best final image, with everything in the scene synchronised and lifelike.

Furthermore, the new Cognitive Processor XR analyses sound position in the signal to match precisely with what is on the screen. It also upscales the sound to 3D surround sound to create even more of an immersive experience. Using Acoustic Surface Audio+, the screen is the speaker, allowing it to seem like the sound is coming directly from where the action is happening on screen.

Learning, analysing and understanding an unprecedented amount of data, and intelligently optimising every pixel, frame and scene, the new BRAVIA XR MASTER Series produces the most lifelike image and sound Sony has ever delivered.

BRAVIA CORE is featured on all BRAVIA XR MASTER Series A90J 4K HDR OLED TVs, allowing users to enjoy a selection of the latest Sony Picture Entertainment premium and classic titles and a large IMAX Enhanced collection. BRAVIA CORE also features Pure Stream technology to achieve near lossless UHD BD equivalent quality with streaming up to 80 Mbps.

Pre-orders are now available for the BRAVIA XR MASTER Series A90J 4K HDR OLED TVs in the 65” and 55” models, with the 83” to follow later this year. Prices start at £2,699 ERP for the 55” and £3,499 ERP for the 65” and are available in select European countries with deliveries expected later this month. The 85” is projected to be priced at £6,999 ERP.

The company has also announced that pre-order will open this month for its BRAVIA XR A80J 4K HDR OLED TVs and the entry-level X80J/X81J 4K LED TVs. 

BRAVIA XR A80J 4K HDR OLED TV

Article Categories