Sony India announces the new BRAVIA XR X90K series powered by the Next Gen Cognitive Processor XR. The newly launched series takes vision and sound to the next level with the ingenious Cognitive Processor XR that thinks like a human brain offering a complete immersion in an experience that thrills and moves you and feels just like the world around us. In addition to best-in-class, ultra-realistic picture quality, full of lifelike contrast, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality.
Sony Store: https://amzn.to/3xaWBE7
Next Gen Cognitive Processor XR thinks like a human brain providing a revolutionary experience that completely immerses viewers in their favourite content
The new X90K 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 X90K TV uses 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.
Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster delivers supreme realism with deep blacks and intense brightness with wider colour gamut.
The BRAVIA X90K 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, X90K 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. 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.
With the latest XR 4K Upscaling and XR Motion Clarity technology enjoy 4K action that stays smooth, bright and clear with no blur
The X90K series encompassed XR 4K upscaling technology so that you can enjoy entertainment close to 4K quality, whatever the content or source. The Cognitive Processor XR™ accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures. On some screens, sports and fast action scenes can seem to go by in a blur but with LED XR Motion Clarity technology in the X90K 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.
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
The X90K series is loaded with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC, 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 auto Game Mode for responsive gameplay.
Enjoy immersive sound experience that matches perfectly with visuals with technologies such as XR sound positioning with Acoustic Multi Audio and XR Surround with 3D surround upscaling
With new X90K, experience improved pictures and sound harmony. Under the XR Sound Position, the 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. With XR Surround technology, offering the 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 BRAVIA XR signal processing technology enables this TV to reproduce multi-dimensional sound for a truly immersive experience.
Supreme pictures and sound in every environment with Ambient optimization, Light sensor and Acoustic auto calibration technology
The X90K 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.
Create your own cinema at home with exceptional visual and audio experience with Dolby Vision, Dolby Atmos and IMAX Enhanced
For the ultimate in picture quality, the X90K pairs the brilliance of 4K clarity with the brightness, colour, and detail of High Dynamic Range (HDR). It features 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. With IMAX Enhanced this TV reproduces all the drama and excitement of the director’s imagination.
Introducing BRAVIA CORE, enjoy the largest collection of IMAX enhanced movies with highest quality Pure Stream™ 80mbps on BRAVIA XR TVs
The BRAVIA Core app is a pre-loaded movie service that allows for redemption of up to 5 current releases and classic blockbusters films, and 12 months unlimited streaming of top movies. With BRAVIA XR technology, Pure Stream™ and IMAX® Enhanced, everything you watch is delivered with stunning visuals and expressive sound quality. With the BRAVIA CORE Calibrated mode, your movie will automatically adjust to the optimal picture settings to create a truly exceptional at-home movie viewing experience.
Enjoy superfluid Google TV user interface with handsfree voice search offering endless entertainment, works seamlessly with Apple AirPlay 2 and HomeKit
Now seamlessly integrate Google TV and bring together more than 700,000 movies, shows, live TV and more from apps and subscriptions and organize seamlessly. With BRAVIA X90K, browse content from across your apps, intelligently organized just for you. Customers can easily find something to watch with personalized recommendations and bookmark shows and movies by adding a watchlist from phone and watch it on TV to keep track of what to watch. Users can even add to their Watchlist from their phone or laptop with Google Search and find everything in one place.
Apple Home Kit and AirPlay support seamlessly integrates your Apple devices like iPads and iPhones with your BRAVIA X90K TV for effortless content streaming. Share your content on the big screen or control your TV with this latest feature support. With hands-free voice control built into Sony’s Google TVs, you can set aside the remote and just use your voice to search for entertainment, get answers, and control the TV and smart home devices. All you need is to say, “OK Google, turn on the TV” or “OK Google, what should I watch?” and see it happening.
Explore an array of fun new TV experiences with BRAVIA CAM* including gesture control, video calls and much more
Connect your BRAVIA TV with BRAVIA CAM, sold separately, for an even more immersive viewing experience. BRAVIA CAM recognises where you are in the room and how far you are from the TV, then adjusts sound and picture settings so they’re just right. You can also enjoy an array of fun new TV experiences with BRAVIA CAM including Gesture control, proximity alert, power saving, optimization, video chat and much more.
Minimalist design with Flush Surface bezel so that all your focus is on what’s important; the stunning picture
The minimalist design of X90K maximises the screen and minimises the bezel so you stay focused on what’s important, which is the picture. A versatile 2-way stand gives you the choice of a standard setting that focuses you on the picture or soundbar setting for ideal positioning of your sound system As the bezel is extremely narrow, your eyes naturally focus on the picture, not what’s around it. The living Decor turns your TV into an essential part of your living space with on screen artwork, personal photos, screensaver themes and clock functions.
Sony Bravia XR-55X90K and Bravia XR-65X90K, the 55-inch and 65-inch models cost INR 1,29,990 and INR 1,79,990 respectively. Both are available via Sony Centers, electronics stores, and major e-commerce platforms. The highest model with a 75-inch screen size, XR-75X90K will be introduced to the market very soon.
Sony Store: https://amzn.to/3xaWBE7
