10 Jan 2021

SONY ELECTRONICS ANNOUNCES NEW BRAVIA XR 8K LED, 4K OLED AND 4K LED MODELS WITH NEW COGNITIVE PROCESSOR XR



SONY Electronics today announced the new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED, X95J and X90J 4K LED televisions.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the BRAVIA TV’s 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, knows where that focal point is by dividing the screen into numerous zones and detecting 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 processor can cross-analyse 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 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.


Key BRAVIA XR Lineup Highlights: 

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 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 Compatibility: All BRAVIA XR TVs will feature HDMI 2.1 and e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR) , Auto Low Latency Mode (ALLM), 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  enabled devices, you may cast and control videos from YouTube with Google Nest speakers   or change the channel or volume with Google Assistant 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.


New Sony's TV Models and Key Features

MASTER Series Z9J [85” class model] 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 colour 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 Google Assistant

Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience6 X-Anti Reflection minimises reflection for a distraction-free viewing experience 

HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)2 , 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 Optimisation 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.

Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings


MASTER Series A90J [65” class and 55” class 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

Quick access to an array of content and services with Google TV 

Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™6 7

Works with Google Assistant

Netflix Calibrated Mode offers studio-quality Netflix content.

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)2 , 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 Optimisation 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

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


A80J [77” class, 65” class and 55” class 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

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™6 7

Works with 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)2 , 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 Optimisation 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 

Netflix Calibrated Mode offers studio-quality Netflix content

Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings


X90J [75” class, 65” class, 55” class and 50” class 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 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)2, 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 Optimisation 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 

Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™6 7

Dolby Vision™ and Dolby Atmos™ support

Works with Google Assistant

Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience10

Netflix Calibrated Mode offers studio-quality Netflix content

Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings


Pricing and Availability

The new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED and X90J 4K LED televisions will be available in Malaysia.


Pricing and retail availability will be announced later.

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-asia.com/electronics/bravia-xr.

The announcement video will also be available on January 11 at 5pm EST or 6am (12 Jan, Malaysia time) during CES 2021 at the following website: https://square.sony.com/  

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


[CREDIT: Sony Malaysia]



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