The most advanced TVs use artificial intelligence to deliver stunning picture quality, but the new Sony BRAVIA XR sets go beyond even that. They bring in cognitive intelligence to mimic how humans see and hear, and are able to cross-reference and dynamically adjust many elements at once, delivering an image that’s unprecedentedly lifelike.
The brain of all this is the Cognitive Processor XR, which is designed to replicate the way us humans see and hear. Here’s how it works.
When we see objects, we unconsciously focus on certain points of the overall image. Cognitive Processor XR, powered by cognitive intelligence, divides the screen into distinct zones and detects 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, Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do when we take in an overall picture. That means it’s able to adjust all the elements within the image in conjunction with each other for the optimum final outcome.
The result? Everything in the scene is synchronised and lifelike – something which is beyond the capabilities of conventional AI.
But that’s not all it does. It also works wonders on the TV’s sound output. By analysing the sound position within the signal, Cognitive Processor XR can make sure the audio matches the visuals on screen exactly. It upconverts any sound to 3D surround sound too, delivering supreme realism with a truly immersive soundscape.
It does all this instantaneously – you the viewer wouldn’t know it’s happening. By learning, analysing and understanding huge volumes of data, then intelligently optimising every pixel, frame and scene, it creates the most lifelike picture and sound that Sony has ever delivered. And it all happens in the blink of an eye.
A true master
Taking pride of place in the Sony BRAVIA XR range is the Sony MASTER Series A90J. Because it’s an OLED TV, it has a nigh-on perfect contrast ratio, which adjusts the brightness for higher peaks in glare and deeper blacks in shadowed sections. It also has XR TRILUMINOS Pro, which enables a wider palette to reproduce each colour with the kind of subtle differences usually only seen in the real world, resulting in Sony’s brightest and best OLED ever made.
It’s a joy to use even when not watching something, thanks to Google TV. With Google TV you can explore over 5000+ apps from the Google Play Store, more than any other smart TV platform. Find the latest films and best TV series on Netflix, Disney+, Prime Video, Apple TV, NOW TV and many more. The A90J also features a built-in mic meaning you can control the TV with just your voice. A smart TV like no other, Google TV brings together movies, shows and live TV, as well as content from apps and subscriptions and organises it all for you. Stuck for something to watch? Personalised recommendations will help you there. Want to watch later? You can bookmark shows and movies to a single Watchlist that you can delve into later. You can even add to your Watchlist from your phone or laptop with Google Search. Ideal if someone recommends you a show while you’re out and about.
Sony’s BRAVIA CORE comes pre-loaded, bringing you a selection of premium and classic titles and the largest IMAX Enhanced collection currently available. BRAVIA CORE also features Pure Stream technology, which gives you near-lossless UHD BD-equivalent quality with streaming up to 80Mbps. Streamed movies and shows have never looked better. And 24 months' unlimited access to BRAVIA CORE and 10 IMAX movies are included when you buy the A90J.
The A90J delivers on the audio front, too. Because the screen is the speaker, the sound follows the action across the panel. So if an arrow is fired from a bow, the sound of its feathers riffling the air will track the arrow's trajectory across the TV display. Now that’s truly immersive audio.
Add to that improved Acoustic Surface Audio+ technology (which delivers more accurate sound positioning and cinematic surround sound), and support for Dolby Atmos, and you’ve got a truly immersive audio experience.
A picture like no other
Dolby Vision HDR comes as standard, as does Netflix Calibrated Mode – this optimises the TV’s settings especially for Netflix, guaranteeing the best possible viewing experience. And fans of sports and fast-moving films will appreciate the XR Motion Clarity technology, which controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high-speed scenes.
The A90J is compatible with HDMI 2.1 features, including 4K 120fps for a breath-taking new generation gaming experience, Variable Refresh Rate (VRR) and Auto Low Latency Mode (ALLM) (both of which will be available via a software update), and eARC, while Ambient Optimization optimises picture and sound quality to any environment. It all adds up to the best possible picture quality.
But don’t worry if you don’t have the best source material to hand – the A90J will polish whatever content you feed it. That’s thanks to XR 4K Upscaling technology, which upscales 2K signals to close to true 4K quality for incredibly real and detailed pictures. So you need not miss out.
Google Assistant voice assistants come onboard too, so you can control the TV just by speaking. And if you want to connect other devices wirelessly, Apple’s AirPlay 2 comes as standard, making the A90J the heart of your smart home.
Away from the technology, the TV is a marvel of design. It features a minimalist one-slate design with a Seamless Edge bezel, giving it a simple, naturally elegant look that minimises distractions so you can stay focussed on what’s on screen. And the two-way stand provides different stand position options, including a hero position to further eliminate distractions and a position that elevates the TV, making room for a soundbar.
Powered by the Cognitive Processor XR, the Sony Master Series A90J understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content. It’s available now in 65- and 55-inch sizes, with an 83-inch model coming soon.
