New BRAVIA TVs from Sony bringing ‘the most lifelike picture and sound ever’

Sony has revealed new additions to its 8K and 4K BRAVIA TV line-up with “the world’s first” cognitive intelligence televisions, technology that brings the most lifelike picture and sound it has ever delivered, it said.

New from Sony Europe are the BRAVIA XR televisions, which includes the 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 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 (CP XR), powered by cognitive intelligence, divides the screen into numerous zones and detects where the ‘focal point’ is in the picture.

While conventional AI can only detect and analyse picture elements like colour, contrast and detail individually, the new CP XR can cross-analyse an array of elements at once. The result – all elements are adjusted in conjunction with each other so everything in the scene is synchronised and lifelike.

Sony’s new 85-inch Master Series Z9J TV

CP XR can also analyse sound position in the signal, matching precisely with what’s on screen. It also upconverts any sound to 3D surround sound to deliver an immersive soundscape.

In addition to this, the line-up also introduces Google TV, a brand-new entertainment experience with movies, shows, live TV and more from apps and subscriptions.

Users are given personalised recommendations and bookmark shows and movies in a single Watchlist, which can even be added to from their phone or laptop with Google Search.

There’s also hands-free voice functionality and smart speaker compatibility with Google Assistant and Amazon Alexa, not to mention Netflix Calibrated Mode and IMAX Enhanced which will “deliver the creator’s intent”, the manufacturer said.

Masaomi Ando, Head of Sony Europe’s TV Business Unit, commented: “Sony’s intent is to constantly innovate in TV technology to offer the most immersive viewing experience possible. The new BRAVIA XR TVs convey reality better than ever, thanks to the processing power of the world’s first cognitive processor, which goes beyond conventional AI.”