Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched

New models have XR Cognitive Processor, Google TV and exclusive streaming service BRAVIA CORE from Sony Pictures

AVForums was invited to a press briefing from Sony UK on the 4th of January where the company announced its new line-up of 8K and 4K premium Bravia XR TVs. 

The range benefits from a new advanced picture processing chip that uses AI and Cognitive Intelligence which helps with producing an image as the human eye sees it. This also extends to the sound quality on offer from the TVs, which matches how we also hear content. Sony states in its marketing that the company's TVs are all about being faithful to the creator's intent and being human-oriented for sound and vision. There are a number of new features and design changes from the 2020 model line-up so let’s look at them in a little more depth.

This year Sony will name all its TVs for a global market place, so no matter which country you are based in, the model numbers and specifications of the Bravia TVs will be the same, worldwide.

The new BRAVIA XR televisions include the MASTER Series Z9J 8K FALD LED LCD, MASTER Series A90J and A80J OLED sets along with the FALD LED LCD X95J and X90J 4K models. 

For the first time ever Sony will release the MASTER Series A90J 83-inch OLED screen size in the UK.

Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
A90J OLED

Powered by the Cognitive Processor XR, Sony claims that the new TVs use a completely new processing method that goes beyond conventional AI, designed to replicate the way humans see and hear. When we look at objects, our eyes and brain subconsciously focus on certain points to make up an overall picture. The XR Processor, using what Sony calls cognitive intelligence, divides the screen into numerous zones and detects where the ‘focal point’ is in the picture. It then cross-analyses an array of elements at once, just as our brains do and by doing so, Sony claims that all elements are adjusted in conjunction with each other for the best final outcome, so everything in the scene is synchronised and lifelike – something Sony states that conventional AI cannot achieve.

Sony also states that the Cognitive Processor XR can also analyse the sound position in the signal so the sound matches precisely with the action on the screen. In addition, it upconverts any sound to 3D surround, to deliver an immersive soundscape.

The new processor also helps with other picture processing with technologies such as XR TRILUMINOUS PRO, which creates accurate colour gamuts for SDR and HDR content, also using the Cognitive Processing. There’s also XR Upscaling technology that now employs two databases instead of the one used by the X1 Ultimate chip last year. The entire picture processing engine is now optimised within the XR chip which should result in better picture sharpness, scaling, motion and more. We will certainly be putting these claims to the test when we get the sets in for review later in the year.

Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched

All five of the Bravia XR TVs announced will also feature a new exclusive BRAVIA CORE streaming service only available on these TVs. Owners will be able to enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream™ technology, achieving near-lossless UHD BD equivalent quality with streaming up to 80 Mbps. Learn more about this collaboration here: https://www.sony.net/bravia-core 

Depending on the model of TV you buy the subscription to the service will be 12 or 24 months in duration, with access to either 5 or 10 premium film titles. The service will end after the set period and, at this moment in time, Sony is unable to confirm if you will be able to pay a subscription to continue the service after the initial deal. 

Also new this year is the introduction of GOOGLE TV which will replace Android as the smart TV and OS on the 2021 Bravia TVs. Sony is the launch partner for Google TV which they claim is a brand-new user interface for the ultimate entertainment experience. You can easily find something to watch with personalised recommendations and manage everything with one Watchlist. Users can even add to their Watchlist from their phone or laptop. During the Sony presentation, it was claimed that the system is fast, stable and slick with no major delay in moving between VOD apps and other services through the interface. You can also access the settings through this route. 

And for gamers, Sony has confirmed that all the XR TVs will feature HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC, supporting higher resolutions and frame rates ideal for next-generation gaming. Sony stated when asked by AVForums that the HDMI 2.1 inputs will be 48Gbps. All 4K models will have two compatible inputs with the Z9J 8K TV offering three. 

The Z9J and X95J also offer screen technology in the guise of X-Wide Angle and X-Reflective technologies to help combat ambient lighting and also improve on the viewing angle of their LCD panels. We will be interested to test these features to see if they do indeed work, without adding any side effects to image quality.

Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
A90J OLED

The A90J also has a new XR OLED Contrast Pro feature which has a number of technologies implemented to assist with improved image quality. First of all, is a Laminate aluminium sheet which is applied to the panel for heat radiation. This is then complemented with temperature distribution helping to cool the panel and produce higher peak brightness thanks to the XR processing and WRGB elements emitted fully. As previous Sony OLED models have been slightly behind competitors for peak panel brightness, it will be interesting to see how this works when we eventually review the TV. 

Finally, the creator's intent has always been important to Sony given their motion picture production background and the fact that Sony produces some of the cameras, grading monitors and 4K projectors used by Hollywood.  As such, the Bravia XR TVs have picture modes for image accuracy to the industry standards and creator's intent. Plus, there is the Netflix Calibrated mode which mirrors the grading suite standards for Netflix content. Also for the first time, we have an IMAX ENHANCED mode for optimised playback and I look forward to testing this out in due course. Dolby Vision will also be TV-led on the 2021 models, which should mean the best possible picture quality.

Here is a full rundown of the 2021 Bravia XR TVs (descriptions and wording by Sony) 

Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
Z9J

MASTER Series Z9J (85” and 75” models) 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 brightness
  • Acoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmony
  • BRAVIA CORE™: In collaboration with Sony Pictures Entertainment (SPE), BRAVIA CORE™ is where entertainment meets technology and was developed to add value and showcase unique Sony experiences. Pre-loaded on all-new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream™ technology, achieving near-lossless UHD BD equivalent quality with streaming up to 80 Mbps.
  • Quick access to an array of content and services with Google TV
  • Easy connectivity to most devices, including Apple® AirPlay® 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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC
  • Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound 
  • Ambient Optimization optimises 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 soundbar position to elevate the TV and integrate a soundbar system
  • Netflix Calibrated Mode offers studio-quality Netflix content, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS 
  • Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
A90J

MASTER Series A90J (83”, 65” and 55” 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
  • BRAVIA CORE™: In collaboration with Sony Pictures Entertainment (SPE), BRAVIA CORE™ is where entertainment meets technology and was developed to add value and showcase unique Sony experiences. Pre-loaded on all-new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream™ technology, achieving near-lossless UHD BD equivalent quality with streaming up to 80 Mbps. 
  • 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, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS
  • 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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC
  • 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 Optimization optimises picture and sound quality in any environment
  • The two-way stand  provides different stand position options, including a hero position to eliminate distractions and a soundbar 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 experience
Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
A80J

A80J (77”, 65” and 55” 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 soundbar position to elevate the TV and integrate a soundbar system
  • BRAVIA CORE™: In collaboration with Sony Pictures Entertainment (SPE), BRAVIA CORE™ is where entertainment meets technology and was developed to add value and showcase unique Sony experiences. Pre-loaded on all-new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream™ technology, achieving near-lossless UHD BD equivalent quality with streaming up to 80 Mbps
  • 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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC
  • Support for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound 
  • Ambient Optimization optimises 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, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS
  • Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
X95J

X95J (85”, 75” and 65” 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 minimizes 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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC
  • Ambient Optimization optimises 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 soundbar position to elevate the TV and integrate a soundbar system 
  • BRAVIA CORE™: In collaboration with Sony Pictures Entertainment (SPE), BRAVIA CORE™ is where entertainment meets technology and was developed to add value and showcase unique Sony experiences. Pre-loaded on all-new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream™ technology, achieving near-lossless UHD BD equivalent quality with streaming up to 80 Mbps
  • 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, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS
  • Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
X90J

X90J (75”, 65”, 55” and 50” 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 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC
  • Acoustic Multi-Audio and sound signal processing technology deliver sound that matches perfectly with what’s on-screen 
  • Ambient Optimization technology with a light sensor automatically adjusts picture and sound to viewers’ environment
  • Minimalist design with flush surface maximises the screen and minimises the bezel so users stay focused on what’s important – the picture
  • BRAVIA CORE™: In collaboration with Sony Pictures Entertainment (SPE), BRAVIA CORE™ is where entertainment meets technology and was developed to add value and showcase unique Sony experiences. Pre-loaded on all-new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to feature Pure Stream™ technology, achieving near lossless UHD BD equivalent quality with streaming up to 80 Mbps.
  • 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, and IMAX® Enhanced™ delivers IMAX remastered picture and immersive audio by DTS
  • Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings


Other announced TV models (non-XR)

Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
X85J

X85J (85”, 75”, 65”, 55”, 50” and 43” models) 4K LED TV features:

  • 4K HDR Processor X1™ reproduces more depth, textures and natural colours with Object-based HDR remaster technology
  • 4K X-Reality™ PRO picture processing technology upscales every pixel for remarkable clarity. Advanced noise reduction techniques and a special pattern database ensure every scene is full of lifelike detail
  • 100Hz native panel
  • HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM)  and eARC
  • X-Balanced speakers deliver a powerful and immersive soundscape 
  • Ambient Optimization technology with a light sensor automatically adjusts picture and sound to viewers’ environment
  • Minimalist design with flush surface 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
Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
X80J

X81J (75”) and X80J (65”, 55”, 50” and 43” models) 4K LED TV features:

  • 4K HDR Processor X1™ reproduces more depth, textures and natural colours with Object-based HDR remaster technology
  • 4K X-Reality™ PRO picture processing technology upscales every pixel for remarkable clarity. Advanced noise reduction techniques and a special pattern database ensure every scene is full of lifelike detail
  • 50Hz native panel
  • HDMI 2.1 feature compatibility (eARC)
  • X-Balanced speakers deliver a powerful and immersive soundscape 
  • Ambient Optimization 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
Sony 8K Z9J and 4K A90J, A80J, X95J and X90J TVs launched
W800

W800 (32” models) HD LED TV features:

  • BRAVIA Engine 
  • Android TV allows instant access to movies, TV shows and thousands of apps, and can be used as a gaming device. TV lovers can enjoy hit shows and timeless movies on Google Play Movies & TV, Netflix, Amazon Prime Video, YouTube, and others.

 

Pricing and Availability

Pricing and retail availability in Europe will be announced at a later date.

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