Sony has announced its BRAVIA XR TV lineup for 2021, which comprises what its marketing department has dubbed the world’s first cognitive intelligence televisions: the MASTER Series Z9J 8K LED, MASTER Series A90J and A80J OLED, and X95J and X90J 4K LED. The term stems from these displays’ new cognitive processors, which divide images into hundreds of zones and cross-analyze their content for enhanced picture quality. The Cognitive Processor XR (as it’s officially called) even works on audio, upconverting sound to 3D surround sound.
Pricing and retail availability won’t be announced until spring 2021, but Sony has shared a nearly 30-minute video that delves into the technologies behind its new BRAVIA XR lineup. Each of the models has also received announcement videos detailing their individual features, which we’ve copied below.
“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 processors.”
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 experience
- X-Anti Reflection minimizes reflection for a distraction-free viewing experience
- HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), 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 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
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 DTS
- 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 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), 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 sound
- 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 experience
- NextGen TV (ATSC 3.0) compatibility
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 pictures
- HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), 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 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
- 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
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 sound
- 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 pictures
- HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), 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 experience
- 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
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 sound
- 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
- 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