Sunday, 15 August 2021 20:03

VIDEOS: Sony's 2021 Bravia XR 8K LED, 4K OLED and 4K LED with new XR processor showcased

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In the war to win the hearts and minds of TV buyers, Sony's 2021 models have a "Cognitive Processor XR" which is designed to "mimic the human brain to deliver a never-before-seen immersive viewing experience."

Unveiled at CES 2021 earlier this year, Sony's Bravia XR range of TVs have arrived in Australia over the past few months, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED, X95J and X90J 4K LED televisions.

With various TVs out there using OLED, LCD and LED panels, the difference between modern TVs can come down to the chip that processes incoming signals from free-to-air, streaming services, satellite boxes, DVD/Blu-ray/UHD 4K Blu-ray players and games consoles.

Streaming services, consoles and UHD/4K Blu-ray players are able to offer content in HDR or high dynamic range colours, which can deliver much greater depth of colour than traditional SDR streams, screens and content, while the latest games consoles and high-end PCs with high-graphics with compatible games can display 120fps games, and you need a TV to match.

Sony's new 2021 Bravia XR range features the "Cognitive Processor XR," meaning BRAVIA TVs use "a completely new processing method that goes beyond conventional Artificial Intelligence (AI), designed to replicate the ways humans see and hear."

We're told that "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 the “focal point” in the picture.

"While conventional AI can only detect and analyse picture elements like colour, contrast and detail individually, the new processor can cross-analyse an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best final outcome, in conjunction with each other, so everything is synchronised and lifelike – something that conventional AI cannot achieve."

Sony says "Cognitive Processor XR also analyses sound position in the signal and output to achieve a precise match with the action on screen. In addition, it upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyses, and understands unprecedented amounts of data, and intelligently optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered."

In the CES 2021 announcement, Sony ANZ's Head of TV, Aki Hosoda said: “Sony’s key objective is to offer customers an incredibly immersive viewing experience by utilising evolving technologies and premium large screens to perfectly deliver the creator’s true intent. The new BRAVIA XR TVs take big screen home entertainment to new heights with the introduction of the most advanced processing technology we have ever created.”

Here's a video of the presentation Sony gave to Australian technology journalists earlier this year, before the current lockdowns, which I should have published earlier, but are still definitely worth watching:


So, what are the key BRAVIA XR lineup highlights?

● Google TV: This lineup also introduces Google TV, a brand-new entertainment experience that brings together movies, shows, live TV and more from apps and subscriptions , and organizes them just for you. 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.
● HDMI 2.1 compatibility: All BRAVIA XR TVs will feature HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR) , Auto Low Latency Mode (ALLM) and e-ARC, supporting higher resolutions and frame rates ideal for next-generation gaming.
● Sound-from-Picture Reality: In addition to best-in-class picture quality, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality, which aligns the position of the sound with the images on the screen to offer a uniquely lifelike experience.
● Hands-Free Voice Function: Sony’s voice-activated TVs work alongside Google Assistant to provide a smarter viewing experience . Ask the Assistant to search for the latest blockbuster or stream shows. Have it dim the lights by connecting smart home devices. Manage tasks and see your calendar, or ask it questions and see the answers on your TV.
● Smart Speaker compatibility: With Google Assistant and Amazon Alexa enabled devices, you may cast and control videos from YouTube with Google Nest speakers or change the channel or volume with Google Assistant and Amazon Alexa enabled devices.
● Delivering the creator’s intent: The new models will continue to deliver the creator’s intent with Netflix Calibrated Mode, offering studio-quality Netflix content.

Here’s a video interview with Daniel Kennedy, the Senior Product and Partner Specialist at Sony Australia:

Sony's new TV models and key features:

MASTER Series Z9J [85” class model] 8K 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, XR Contrast Booster and XR 8K Upscaling delivers supreme 8K realism with deep blacks and intense brightness
● Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blur
● X-Wide Angle technology provides vivid real-world colours from any angle while retaining more colour and brightness
● Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
● Quick access to an array of content and services with Google TV
● Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit
● Works with Alexa and Google Assistant
● Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
● X-Anti Reflection minimises reflection for a distraction-free viewing experience
● HDMI 2.1 and e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR) and Auto Low Latency Mode (ALLM)
● Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
● Ambient Optimisation enhances picture and sound quality in any environment
● Minimalist one slate design 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 sound bar position to elevate the TV and integrate a soundbar system
● Netflix Calibrated Mode offers studio-quality Netflix content
● Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

MASTER Series A90J [83” class and 65” class 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
● XR Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high speed scenes
● Quick access to an array of content and services with Google TV
● Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit
● Works with Alexa and Google Assistant
● Netflix Calibrated Mode offers studio-quality Netflix content.
● Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
● XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
● HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
● Improved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmony
● Support for Dolby Vision HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
● Ambient Optimisation enhances picture and sound quality in any environment
● Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar system
● Minimalist one slate design with Seamless Edge bezel embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction
● Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience6

A80J [77” class, 65” class and 55” class 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 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
● XR Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high speed scenes
● Improved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmony
● Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar system
● Quick access to an array of content and services with Google TV
● Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit
● Works with Alexa and Google Assistant
● XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
● HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)5, Auto Low Latency Mode (ALLM) and e-ARC
● Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
● Ambient Optimisation enhances picture and sound quality in any environment
● 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
● Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
● Netflix Calibrated Mode offers studio-quality Netflix content
● Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

X95J [85” class, 75” class and 65” class 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
● Minimalist one slate design with Seamless Edge bezel embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction
● X-Wide Angle technology provides vivid real-world colours from any angle while retaining more colour and brightness
● Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster deliver supreme realism with deep blacks and intense brightness
● Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blur
● Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
● Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
● X-Anti Reflection minimises reflection for a distraction-free viewing experience
● XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
● HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
● Ambient Optimisation enhances picture and sound quality in any environment
● Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar system
● Quick access to an array of content and services with Google TV
● Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit
● Works with Alexa and Google Assistant
● Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
● Netflix Calibrated Mode offers studio-quality Netflix content
● Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

X90J [75” class, 65” class, 55” class and 50” class 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 Booster deliver supreme realism with deep blacks and intense brightness
● Latest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blur
● XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures
● HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC
● Acoustic Multi-Audio and sound signal processing technology deliver sound that matches perfectly with what’s on screen, while deliver a powerful and immersive soundscape
● Ambient Optimisation technology with a light sensor automatically adjusts picture and sound to viewers’ environment
● Minimalist design maximises the screen and minimises the bezel so users stay focused on what’s important - the picture
● Quick access to an array of content and services with Google TV
● Easy connectivity to most devices, including Apple AirPlay 2 and HomeKit
● Support for Dolby Vision HDR and Dolby Atmos immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound
● Works with Alexa and Google Assistant
● Hands-free voice search works alongside Google Assistant to provide a smarter viewing experience
● Netflix Calibrated Mode offers studio-quality Netflix content
● Calman Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings

More information on Sony's 2021 Bravia XR range is here


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Alex Zaharov-Reutt

Alex Zaharov-Reutt is iTWire's Technology Editor is one of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.

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