Next generation picture and sound with Cognitive Intelligence
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. It understands how the human eye focuses, cross analysing images to give real life depth, extraordinary contrast and beautifully vivid colours.
Full Array contrast with lifelike depth
Our Full Array LED, powered by Cognitive Processor XR™, controls the backlight in zones to reproduce realistic contrast in bright and dark areas simultaneously. The intelligent processor sees the world as you do, enhancing pictures with real life colour and depth.
Sound from the screen, pictures and sound in harmony
Enjoy sound that precisely matches what's on screen with Acoustic Multi-Audio™ technology. Sound positioning tweeters ensure pictures and sound are in harmony for an immersive viewing experience.
Just say what you want to see with voice search
Find new favourites, faster, with voice search. Jump right to a show or movie just by saying it, or try browsing with a voice search like “find action movies”. Just say “Ok Google” to get started.
A wide colour spectrum for real-world shades and hues
Powered by Cognitive Processor XR™, our Full Array LED panel with unique new LED structure and XR Triluminos Pro enables X90K to access over a billion colours and reproduce each one with the subtle differences seen in the real world. It can detect colour from saturation, hue and brightness to deliver natural shades in every detail, especially in greens and reds.
Enjoy more depth with deep blacks and extra brightness
Our Cognitive Processor XR™ enhances pictures in the same way as your eyes focus for real life colour and depth. By precisely balancing light output across the screen, dimming some areas and boosting others, XR Contrast Booster adjusts brightness for higher peaks in glare and deeper blacks in shadow. Scenes look more real with extra depth and detail.
Recreating lost texture, all your content upscaled to 4K
With XR 4K Upscaling, you'll enjoy entertainment close to 4K quality, whatever the content or source. Our Cognitive Processor XR™ accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures.
Intelligent motion processing for fast-moving, blur-free scenes
Watching sports and fast-moving movies just got a whole lot better. Our Cognitive Processor XR™ with XR Motion Clarity™ analyses motion across several frames to ensure action stays smooth, bright and clear.
Powerful sound from the screen, matches pictures precisely
Our Acoustic Multi-Audio™ technology includes sound positioning tweeters to ensure high frequency sounds come from the right place in the scene, precisely matching what's on screen. With X-Balanced speakers, you'll hear clear, high quality sound.
All your entertainment upscaled to 3D surround sound
With BRAVIA XR™, everything you watch gets the true surround sound treatment. XR Surround virtually creates surround sound from the sides and vertically using just the TV speakers, so you can experience 3D audio without the need for in-ceiling or up-firing speakers. Our BRAVIA XR™ TVs are also compatible with Dolby Atmos®.
Best with Sony audio
Paired with Sony audio equipment, our latest BRAVIA XR TVs go even further, bringing you an unmatched audio-visual experience with outstanding XR picture and sound quality.
Voice Zoom™ 2 enhances voices for clearer dialogue
Hear TV dialogue more clearly without turning up the volume. Even if speech is difficult to hear, Voice Zoom 2 detects the type of voice, analyses it and enhances its clarity.
Supreme pictures and sound, whatever the environment
Sit back and enjoy an enthralling viewing experience. Our unique ambient optimisation technology with light sensor automatically adjusts picture and sound to your environment.