New Sony Bravia XR LED and OLED models available in New Zealand

The new Sony BRAVIA XR televisions X90J 4K LED televisions are available in New Zealand now, with the MASTER Series A90J OLED available from mid-June.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, BRAVIA TVs use a completely new processing method that goes beyond conventional Artificial Intelligence (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 the “focal point” in the picture.

While conventional 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. 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 also analyses sound position in the signal and output to achieve a precise match with the action 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.

“Sony’s key objective is to offer customers an incredibly immersive viewing experience by utilising evolving technologies and premium large screens to perfectly delivering the creator’s true intent,” said Aki Hosoda, Head on TV, Sony ANZ. “The new BRAVIA XR TVs take big-screen home entertainment to new heights with the introduction of the most advanced processing technology we have ever created.”

The new lineup comes with some updated and new features including:

• 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, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC, supporting higher resolutions and frame rates ideal for next-generation gaming.
• Sound-from-Picture Reality, offering incredible sound which aligns the position of the sound with the images on the screen to offer a uniquely lifelike experience.
• Hands-Free Voice Function that works alongside Google Assistant to provide a smarter viewing experience. Ask the Assistant to search for the latest blockbuster or stream shows. Have it dim the lights by connecting smart home devices. Manage tasks and see your calendar, or ask it questions and see the answers on your TV.
• Smart Speaker compatibility: With Google Assistant and Amazon Alexa-enabled devices, you may cast and control videos from YouTube with Google Nest speakers or change the channel or volume with Google Assistant and Amazon Alexa-enabled devices.

The X90J include 4K LED models with 50”, 55” and 65” screens and a range of features in addition to the Cognitive Processor XR:

• 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), 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, while delivering a powerful and immersive soundscape
• Ambient Optimisation technology with a light sensor automatically adjusts picture and sound to viewers’ environment
• A minimalist design that maximises the screen and minimises the bezel so users stay focused on 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
• 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
• Calman Ready offering advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

The X90J series is available from retail now with the following suggested prices:

50” X90J - NZ$ 2,599.95
55” X90J - NZ$ 3,299.95
65” X90J - NZ$ 3,999.95

The MASTER Series A90J has the same features plus XR OLED Contrast Pro to adjust 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. This is supported by XR Motion Clarity technology that controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high-speed scenes

The MASTER Series A90J will be available with a 65” screen from mid-June with a suggested retail price of NZ$ 6,999.95.