Sony announces BRAVIA X90J series

11-06-2021 Fri 16:08

  • Sony announces BRAVIA X90J series, world’s first Cognitive Intelligence television with the new BRAVIA XR processor
New Delhi, 11 June 2021: Sony India today announced the new BRAVIA X90J, world’s first cognitive intelligence TV series, which thinks like a human brain. These high-powered televisions have Cognitive Processor XR which delivers an intelligence that reflects human cognitive characteristics which detects the viewer’s focal points, and cross-analyzes numerous image quality elements to produce a picture which is more natural and closer to human memory. It also upscales sound to 5.1.2 channels to encapsulate the viewer in surround sound from top to bottom, and left to right, to deliver a realistic and immersive experience, close to the sensation of images and sound that people feel in real life. Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster, the new X90J series produces supreme realism and an incredibly detailed picture better than ever delivered before.

1. World’s first cognitive intelligence television series powered by XR Cognitive Processor, designed to think like a human brain and replicate the way human see and hear

The new X90J series available in 189 cm (75), 165 cm (65) and 140 cm (55) takes vision and sound to the next level with the ingenious Cognitive Processor XR. It thinks like the human brain and understands how humans see and hear, providing a revolutionary experience that completely immerses viewer in their favorite content. Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the BRAVIA TV’s use a completely new processing method that goes beyond conventional AI. 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 where the “focal point” is in the picture.

While conventional Artificial Intelligence (AI) can only detect and analyze picture elements like color, contrast and detail individually, the new processor can cross-analyze an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best outcome, in conjunction with each other, so everything is synchronized and lifelike – something that conventional AI cannot achieve. With XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures

2. Experience brighter highlights and deeper blacks with Full Array LED panel and XR Contrast Booster

The BRAVIA X90J series has multiple zones of LEDs that light up independently, allowing to adjust and create contrast by making light areas lighter and dark areas darker with greater depth, textures. The XR Cognitive Processor combined with the Full Array LED panel creates ultra-realistic picture quality full of lifelike contrast. With the XR Contrast Booster, X90J series deliver vibrant colours and stunning contrast for supreme realism with deep blacks and intense brightness. Now no more details overwhelmed by shadow or lost in blown-out highlights.

3. XR TRILUMINOS Pro reproduces brighter colours that please your eyes

By widening the colour spectrum with 3D colour algorithms, XR TRILUMINOS Pro powered by XR Cognitive Processor reproduces more and brighter colours than a conventional television. It analyses and processes data in every image to make colours even more natural. With extended hue and saturation, vivid shades, and realistic texture pictures are closer to real life. Now enjoy immersive big screen entertainment and breath-taking contrast with four times the resolution.

4. Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blur

On some screens, sports and fast action scenes can seem to go by in a blur. The latest LED XR Motion Clarity technology in X90J series keeps everything smooth, bright and clear. Each ‘blink’ is individually controlled, and its duration optimised, while brightness is boosted when needed, so that you won’t miss any detail.

5. With XR Surround, 3D Surround upscaling and Acoustic Multi-Audio enjoy immersive sound experience that matches perfectly with visuals

With BRAVIA X90J, everything you watch gets the true surround sound treatment. XR signal processing technology enables this TV to reproduce multi-dimensional sound for a truly immersive experience. XR Surround creates surround sound from the sides and vertically so you can experience 3D audio without the need for in-ceiling or up-firing speakers. With 3D Surround Upscaling, you can experience the cinematic thrills of latest audio formats such as Dolby Atmos® at home, as well as enjoying vertical surround with content not compatible with Dolby Atmos. The Acoustic Multi-Audio includes sound positioning tweeters at the back of the TV that enables sound that is in perfect harmony with what’s on the screen. The new X90J series also boasts of Dolby Vision and Dolby Atmos so that one can enjoy cinematic thrills at home. Dolby Vision brings scenes vividly to life for authentic viewing, while Dolby Atmos fills the room with immersive surround sound.

6. Supreme pictures and sound in every environment with Ambient optimization and Acoustic auto calibration technology

The X90J with ambient optimization technology with light sensor automatically adjusts the picture brightness to room conditions, boosting brightness in light rooms and reducing it in dark ones so you get the perfect view. The acoustic auto calibration technology detects your position and optimises sound, so you'll enjoy the same sound quality as if you're sitting right in front of the TV. Sound can change depending on your room environment. Curtains, for example, absorb sound while objects in front of the TV can disturb the passage of sound, compromising the quality of what you hear. This TV detects objects and reproduces sound that’s enhanced and optimised to your room.

7. Transform your gaming experience with dedicated game mode with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC

With HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC in X90J, you will have the advantage in shooting, sports and high-performance games with instant on-screen action. HDMI 2.1 has higher speed enables to realize more resolution, data handling and added features such as 4K 120Hz, VRR and ALLM. You will also enjoy ultra-smooth gaming, with clear movement, reduced input lag and dedicated Game Mode for responsive gameplay.

8. Google TV voice search powered by Google Assistant offer endless entertainment, works seamlessly with Apple AirPlay 2 and HomeKit

The new lineup of BRAVIA X90J televisions seamlessly integrates Google TV, allowing you to browse up to 700,000+ movies and TV episodes from across your streaming services, all in one place and organized into topics and genres based on what interests you. Viewers can simply talk to the TV using the Google Assistant to find what they want quickly, or to play TV shows, movies, and more without using the TV remote. Apple Home Kit and AirPlay support seamlessly integrates your Apple devices like iPads and iPhones with your Sony TV for effortless content streaming. Share your content on the big screen or control your TV with this latest feature support.

9. Minimalist design with Flush Surface bezel so that all your focus is on what’s important; the stunning picture

The minimalist design of X90J maximises the screen and minimises the bezel so you stay focused on what’s important which is the picture. It’s a TV designed for immersive sound too, whether positioned on a stand or mounted on a wall. As the bezel is extremely narrow, your eyes naturally focus on the picture, not what's around it. The slimline stand has been designed to perfectly match the TV and harmonise with your room and its decor.

Price and Availability
ModelBest Buy (in INR)Availability Date
XR-55X90JRs. 139,990/-10th June 2021 onwards


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