Sony Electronics today announced the new BRAVIA XR television series, including MASTER Series Z9K 8K and X95K 4K Mini LED models, MASTER Series A95K, A80K 4K OLED model, and X90K 4K LED model. Powered by Cognitive Processor XR, the unique XR Backlight Master Drive precisely controls our latest generation Mini LED backlight in the Z9K and X95K series for incredible brightness. Enjoy an unprecedented dynamic range with incredibly dazzling lights and deep blacks, as well as beautifully natural mid-tones with almost no flare or halos around highlights. The Cognitive Processor XR also powers our A95K’s new OLED (QD-OLED) panel with XR Triluminos Max, which delivers our widest colour palette and reproduces naturally beautiful shades and hues. With millions of individuals, self-illuminating pixels, the A95K delivers more colours than ever before for an entirely new viewing experience.

These new innovations help us deliver the best and most immersive viewing experiences, authentically delivering the creator’s true intent. When watching movies, viewers can experience our enhanced Acoustic Surface Audio+ for OLED models and Acoustic Multi-Audio for LED models, precisely matching the position of the sound with the images on the screen for a truly immersive audio/visual experience. The lineup also includes new features that customise and enhance at-home entertainment. Together with Netflix, we’ve released Netflix Adaptive Calibrated Mode, which automatically adjusts image processing based on ambient light, so users’ favourite shows and films look like the creator intended, under any conditions. Additionally, Sony’s new BRAVIA CORE Calibrated Mode will automatically adjust the image quality on-screen to better align with the video creator’s original vision. All 2022 BRAVIA XR televisions will be designated ‘Perfect for PlayStation 5’, which includes two PS5 exclusive features – Auto HDR Tone Mapping and Auto Genre Picture Mode.

“Sony is committed to offering the best viewing experience possible, no matter the at-home environment or content selection,” said Takakiyo Fujita, Managing Director, Sony Middle East, and Africa. “With best-in-class picture and sound quality, our new TVs enhance any on-screen streaming and gaming content to create a powerfully immersive big-screen experience.”

This year, Sony also introduces a newly developed original camera device, BRAVIA CAM, which recognises where users are sitting and optimises the picture and sound accordingly. It includes gesture controls, video chat, and many other fun, new experiences waiting to be explored.

With growing demand for even larger TV screens, there is also the risk of greater resource and energy use. However, Sony is committed to sustainability from the development process all the way through to the viewing experience. Sony’s “Road to Zero” global environmental plan aims to achieve a sustainable society by reaching a zero environmental footprint throughout the life cycle of its products and business activities by the year 2050. With these goals in mind, our 2022 TVs use high recycled plastic content with Sony-developed SORPLAS. By using SORPLAS, we’ve increased our use of recycled material without sacrificing design and durability and reduced overall virgin plastic use by up to 60%, which equates to approximately 140,000,000 compact discs. Additionally, Sony’s BRAVIA CAM can recognise when viewers are no longer in front of the TV and dim the display to conserve energy.

2022 BRAVIA XR Lineup Highlights:

• Cognitive Processor XR: Take vision and sound to the next level with Cognitive Processor XR. Our revolutionary processor on Sony BRAVIA XR™ TVs reproduces content the way humans see and hear for an incredibly lifelike experience. Images are cross analysed and enhanced, especially around the focal point, to give real life depth, extraordinary contrast, and beautifully vivid colours.
• XR Backlight Master Drive: Powered by Cognitive Processor XR, the XR Backlight Master Drive uses a Sony-developed local dimming algorithm to control thousands of tiny, ultra-dense Mini LEDs with absolute precision and independence, delivering extraordinary brightness, impressive dynamic range, deep blacks, and beautifully natural colours.
• Acoustic Surface Audio+/Acoustic Multi-Audio: For a truly immersive audio/visual experience, these powerful features ensure that sound matches precisely with what’s on the screen.
• 360 Spatial Sound Personaliser: In combination with BRAVIA XR TVs, this technology offers a perfectly optimised spatial sound experience for neckband speakers, like Sony’s SRS-NS7, as well as select Sony headphones – all with minimal configuration. Dedicated apps even personalise the cinematic sound field by analysing users’ individual ear shape.
• Elevate the Experience with Sony’s Sound Products: Sony’s new BRAVIA XR TVs are an excellent match for an array of Sony sound products, such as the HT-A9 Home Theater System or the HT-A7000 and HT-A5000 360 Spatial Sound Mapping, a new frontier of spatial sound technology, is the latest addition to models HT-A700 and HT-A5000. By calibrating sound to the chosen viewing room, the technology creates multiple optimally arranged phantom speakers for a wider and more immersive cinematic sound field. Using the Acoustic Center Sync feature, a BRAVIA XR TV plays the center channel role with the home theater system or soundbar as part of the 360 Spatial Sound Mapping setup, enabling sound to perfectly match what’s on the screen.
• BRAVIA CAM: This innovative technology ensures users always have the best seat in the house by optimising picture and sound quality. BRAVIA CAM also offers gesture controls, video chat and many other fun, new experiences.
• Ambient Optimisation Pro: Users can connect their BRAVIA XR TV with BRAVIA CAM and enjoy TV like never before. BRAVIA CAM recognises where users are in the room and how far they are from the TV, then adjusts sound and picture settings so they’re just right.
• Google TV: Brings together more than 700,000 movies, shows, live TV and more from apps and subscriptions and organises seamlessly. 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.
• Premium Remote: Our new premium aluminium remote is easy to use and clean, with simplified buttons and a backlight so users can see everything clearly, even in the dark. Never lose the remote behind sofa cushions again; with the Finder function, users can tell the TV to find the remote and the remote will ring.
• BRAVIA CORE: BRAVIA CORE app is a pre-loaded movie service that includes up to 10 movies to redeem and up to 24 months unlimited streaming with the purchase of a BRAVIA XR TV. With BRAVIA XR technology, Pure Stream and IMAX Enhanced, content is delivered with stunning visuals and expressive sound quality. With BRAVIA CORE Calibrated mode, movies will automatically adjust to the optimal picture settings to create a truly exceptional at-home movie viewing experience. Over time, the app experience will be enriched with new features. BRAVIA CORE will be available in over 75 countries in 2022.
• Netflix Adaptive Calibrated Mode: A new display mode that leverages Sony’s BRAVIA XR ambient light sensor to ensure that the artistic intent is preserved in all lighting conditions. Sony’s close collaboration with Netflix on this feature means viewers can enjoy Netflix content with precise colours, accurate contrast, and true motion, whether the content is enjoyed in a dark or well-lit environment1.
• Perfect for PlayStation5: Pair a BRAVIA XR TV with a PlayStation5 console to get a fantastic gaming experience. Only BRAVIA XR TVs automatically adjust and optimise the picture to the best settings for the PlayStation5 console, whether it’s used for gaming or watching a movie. With immersive picture and sound, users will feel like they’re right in the middle of the action. And with 4K/120fps, as specified in HDMI 2.1, our TVs give smooth and clear movement for responsive gameplay.
• Commitment to Sustainability: Sony is committed to sustainability from the development process all the way through to the viewing experience. This year, select models use Sony-developed SORPLAS, a 99% recycled plastic material that has reduced the amount of virgin plastic used by up to 60%. TV packaging size has also been reduced by approximately 15% and features a significant reduction in ink (approx. 90%) and plastic (approx. 35%).8 Additionally, BRAVIA CAM can recognise when viewers are no longer in front of the TV and dim the display to conserve energy.

New Sony TV Models and Key Features

MASTER Series Z9K [85” class (84.6” diag.) and 75” class (74.5” diag.) models] 8K Mini LED TV features:

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content.
• XR Backlight Master Drive precisely controls our latest generation Mini LED backlight for extraordinary contrast of high brightness and deep blacks.
• XR Triluminos Pro and XR Contrast Booster 20 combine to express billions of colours with exceptional black contrast.
• X-Anti Reflection minimises reflection for a distraction-free viewing experience.
• X-Wide Angle technology provides vivid real-world colours from any angle while retaining more colour and brightness.
• BRAVIA CORE Calibrated mode
• Acoustic Multi-Audio uses four frame tweeters at the top and either side of the TV, in addition to front firing speakers and dual subwoofers, to elevate directional sound sources, ensuring pictures and sound are in total harmony for a more cinematic experience.
• Acoustic Center Sync optimises sound output from the TV and soundbar for a better audio experience.
• BRAVIA CAM6 and Ambient Optimisation Pro
• Quick access to an array of content and services with Google TV.
• Hands-free voice
• Premium Remote
• Minimalist One Slate design with Seamless Edge and a single pane of tempered glass keeps users focused on the picture for a truly immersive big screen viewing experience without distraction.
• Three-way stand provides three stand position options, including a narrow position for a smaller footprint, standard position to eliminate distractions and soundbar position to elevate the TV and integrate a soundbar system.

MASTER Series A95K [65” class (64.5” diag.) and 55” class (54.6” diag.) 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 Pro adjusts brightness for higher peaks in glare and deeper blacks in shadow while new XR Triluminos Max can access the widest palette of colour to reproduce natural shades with every detail.
• New OLED (QD-OLED) panel boosts colour brightness by up to 200% compared to conventional TVs.
• Acoustic Surface Audio+ uses special actuators to turn the screen into a multi-channel speaker so the sound matches precisely with what’s on screen. The TV includes two large actuators and two subwoofers.
• Acoustic Center Sync optimises sound output from the TV and soundbar for a better audio experience.
• BRAVIA CORE Calibrated mode
• BRAVIA CAM6 and Ambient Optimisation Pro
• Quick access to an array of content and services with Google TV.
• Hands-free voice
• Premium Remote
• Dual Style offers two different viewing formats – ‘front position’ brings the screen forward for the most immersive experience while ‘back position’ allows users to set the TV close to the wall, so it blends seamlessly with the room.

X95K [85” class (84.6” diag.), 75” class (74.5” diag.) and 65” class (64.5” diag.) models] 4K Mini LED TV features:

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content.
• XR Backlight Master Drive precisely controls our latest generation Mini LED backlight for extraordinary contrast of high brightness and deep blacks.
• XR Triluminos Pro and XR Contrast Booster combine to express billions of accurate colours with exceptional black contrast.
• X-Anti Reflection minimises reflection for a distraction-free viewing experience.
• X-Wide Angle technology provides vivid real-world colours from any angle while retaining more colour and brightness.
• BRAVIA CORE Calibrated mode2
• Acoustic Multi-Audio uses sound positioning tweeters to ensure high frequency sounds come from the right place in the scene, precisely matching what’s on screen. In addition to front-firing speakers, these sound positioning tweeters manage sound positioning in high tone areas for enhanced realism, while left and right subwoofers deliver powerful bass no matter where the TV is placed.
• Acoustic Center Sync optimises sound output from the TV and soundbar for a better audio experience.
• BRAVIA CAM accessory compatible and Ambient Optimisation Pro
• Quick access to an array of content and services with Google TV.
• Hands-free voice
• Minimalist One Slate design with Seamless Edge and a single pane of tempered glass keeps viewers focused on the picture for a truly immersive big screen viewing experience without distraction.
• Three-way stand provides three stand position options, including a narrow position for a smaller footprint, standard position to eliminate distractions and soundbar position to elevate the TV and integrate a soundbar system.

A80K [77” class (76.7” diag.), 65” class (64.5” diag.) and 55” class (54.6” diag.) 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 Pro 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.
• BRAVIA CORE Calibrated mode
• Acoustic Surface Audio+ uses special actuators to turn the screen into a multi-channel speaker so the sound matches precisely with what’s on screen. The TV includes three actuators and two subwoofers. Two of the actuators are dedicated to treble, strengthening sound localisation and surround sound.
• Acoustic Center Sync optimises sound output from the TV and soundbar for a better audio experience.
• BRAVIA CAM6 accessory compatible and Ambient Optimisation Pro
• Quick access to an array of content and services with Google TV
• Hands-free voice
• 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.
• Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and soundbar position to elevate the TV and integrate a soundbar system.

X90K [85” class (84.6” diag.), [75” class (74.5” diag.), 65” class (64.5” diag.) and 55” class (54.5” diag.) 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 Booster10 deliver supreme realism with deep blacks and intense brightness with wider colour gamut.
• BRAVIA CORE Calibrated mode
• Acoustic Multi-Audio includes two sound positioning tweeters, in addition to traditionally placed TV speakers, that enable sound to follow the action for a truly immersive experience. Independent amps are controlled separately to precisely manage sound positioning of these speakers in high tone areas, enhancing sound pressure and stability for more realism.
• Acoustic Center Sync optimises sound output from the TV and soundbar for a better audio experience.
• BRAVIA CAM6 accessory compatible and Ambient Optimisation Pro
• Quick access to an array of content and services with Google TV.
• Standard Remote features a simple, easy-to-use design that is effortless to clean.
• Minimalist One Slate design with flush surface maximises the screen and minimises the bezel, so users stay focused on what’s important – the picture.
• Two-way stand provides different stand position options, including a standard position to eliminate distractions and a soundbar position to elevate the TV and integrate a soundbar system.

The recommended retail pricing and availability of the BRAVIA XR Z9K, X95K, A95K, A80K, X90K, X85K and X80K in the Middle East and Africa will be announced at a later date.