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Introducing Sony’s new 2021 TV Range

With Cognitive Intelligence

Sony is introducing a new era of televisions powered by Cognitive Processor XR – designed to give you a complete immersive TV experience that thrills and moves you and feels just like the world around us. By intelligently analysing the human perspective, these TVs are designed to replicate the way our brains think and respond – bringing life into every picture. For an experience that’s even better than reality.

Sony’s latest Technologies

Meet Bravia XR, the Powerful and Smart Processor behind the latest innovations

The new Cognitive Processor XR™ is a revolutionary TV processing that understands how humans see and hear to deliver realistic picture quality.

What is cognitive intelligence?

The way we perceive the world is based on information coming from our eyes and ears to our brain at the same time. Conventional AI can only detect and analyse elements like colour, contrast and detail individually. Cognitive Processor XR can cross-analyse every element at once, just as our brains do.

Analysing hundreds of pieces of information, the same way our brains do

To create this closer-to-reality feeling, Cognitive Processor XR divides the screen into hundreds of zones and recognises individual objects in these zones better than ever before. What's more, they can cross-analyse around a few hundred thousand different elements that make up a picture in a second, the same way that our brains work.

Pictures just like the way our eyes perceive the world

Every element in balanced harmony, for a real world picture

Unlike a conventional TV where all picture elements are adjusted to the same level, BRAVIA XR TVs with cross-analysation adjust each element to its best final outcome, in conjunction with each other, so everything is in harmony and feels totally natural.

Focusing the same way our eyes do

BRAVIA XR TVs work the same way as our eyes, detecting the main focal point in a scene and enhancing each detail in an object so it stands out with a natural sense of depth, just as in the real world. 

SONY’S TV 2021 – powered by Cognitive Processor XR

Sony X90J 4K Full Array LED Smart TV

Explore the world with precise 4K HDR pictures. See how real your entertainment becomes when you pair the extreme contrast of a Full Array LED panel with the power of the revolutionary Cognitive Processor XR.

Sony A80J 4K OLED Smart TV

Premium OLED picture with truly immersive sound. See how we've maximized viewing realism with our OLED panel, powered by the revolutionary Cognitive Processor XR - it's sound and vision in perfect harmony.

Sony A90J Master Series 4K OLED Smart TV

Sony’s most premium series this 2021 – a Premium OLED TV packed with Sony’s best TV Picture and Sound technologies – Meet Sony’s Master series.

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