Sony BRAVIA XR X90J TVs available in UK from April 2021

BRAVIA CORE entertainment brings the IMAX experience home

by Andy Bassett

Sony’s XR X90J Full Array LED TV, based around the company’s brand new Cognitive Processor XR, will be available in the UK starting at £1,149 from April 2021.

Following the XR A80J and A90J OLEDs, the X90J LED TVs will be available in 50-, 55- and 65-inches from April, while the 75-inch version will surface later.

The XR X90J 4K HDR Full Array LED models are the latest available BRAVIA XR TVs to benefit from Sony’s new Cognitive Processor XR, which employs a completely new processing method, going beyond conventional AI, designed to replicate the ways humans see and hear.

The Cognitive Processor XR, utilises that understanding to deliver an image in which all the elements such as colour, contrast and detail are analysed simultaneously so everything in the scene is adjusted concurrently and therefore more synchronised and lifelike, something which is beyond the capability of conventional AI. The result is achieved by dividing the screen into numerous zones so the Cognitive Processor XR can detect where the ‘focal point’ is in the picture, much like the human brain does.

Moreover, the Cognitive Processor XR can also analyse sound position in the signal so the audio matches precisely with what’s on the screen, additionally upconverting any sound to 3D surround sound, to add extra realism and therefore boost immersion. 

The image is further improved with XR Contrast Booster for deep blacks and intense brightness plus the latest XR Motion Clarity technology which cross-analyses data to ensure action stays smooth, bright and clear with no blur. Meanwhile XR 4K Upscaling technology upscales 2K signals close to true 4K quality for when UHD sources are not available.

Image and audio are also enhanced with Ambient Optimization technology which uses sensors to detect the light and audio conditions of the room and automatically adjust picture and sound to best suit the viewer’s environment.

There’s support for Dolby Vision dynamic metadata HDR and Dolby Atmos immersive audio along with Netflix Calibrated Mode, which offers studio-quality Netflix content, and IMAX Enhanced which delivers IMAX remastered picture and immersive audio by DTS. For those that want to make further fine tuned adjustments, Calman Ready offers advanced calibration capabilities beyond conventional picture settings.

Sony BRAVIA XR X90J TVs available in UK from April 2021
Sony XR X90J Full Array 4K LED TV

Included as part of a collaboration with Sony Pictures Entertainment (SPE), a new content streaming service called BRAVIA CORE is available preloaded on all XR models in 2021. This gives access to a selection of some of the latest SPE premium and classic titles and the largest IMAX Enhanced collection.

Bruce Markoe, Head of IMAX Post, IMAX Corporation explained, “IMAX Enhanced is the best way to experience blockbuster entertainment outside of the movie theatre. We worked closely with Sony Pictures and DTS to remaster over 50 IMAX Enhanced titles that deliver the highest-fidelity image and sound on a Sony BRAVIA XR device.” He went on, “We’re thrilled to continue expanding the IMAX Enhanced collection on BRAVIA CORE, and can’t wait to bring more of what consumers love about IMAX to best-in-class streaming content and entertainment devices.”

Content shot with IMAX film or certified cameras, like Spider-Man: Far from Home, has an expanded aspect ratio, designed specifically for IMAX, to fill more of the screen. Viewers can enjoy award-winning films (Little Women, A Beautiful Day in the Neighbourhood), action-packed hits (Bad Boys For Life, Baby Driver) and films that are fun for the whole family (Hotel Transylvania, Smurfs: The Lost Village).

BRAVIA CORE is the first streaming service in the industry to feature Pure Stream technology, achieving near lossless UHD BD equivalent quality with streaming up to 80 Mbps, although a strong, stable internet speed of at least 115Mbps is required to achieve this.  

X90J owners who sign up to the BRAVIA CORE service will receive 5 movie credits enabling them o choose content from at least 300 titles including  Venom, Peter Rabbit, Ghostbusters, Blade Runner 2049 and Jumanji: The Next Level.

Sony BRAVIA XR X90J TVs available in UK from April 2021
Sony BRAVIA CORE streaming service

Gamers will benefit from the X90J's HDMI 2.1 feature compatibility, including 4K 120fps, Variable Refresh Rate (VRR - available after a firmware update), Auto Low Latency Mode (ALLM) and eARC.

The X90J will use the latest Google TV platform to access content and services, and connectivity to Apple devices is easy via Apple AirPlay 2 and HomeKit, while hands free control comes courtesy since the X90J works with Alexa and Google Assistant.

 Sony XR X90J pricing 

Model
UK pricing
IE pricing
50” X90J
£1149 ERP
€1349 ERP
55” X90J
£1249 ERP
€1499 ERP
65” X90J
£1499 ERP
€1749 ERP
75” X90J
£2299 ERP
€2699 ERP

See the Sony website for more details.

Source: Press release

Image Source: Sony 

To comment on what you've read here, click the Discussion tab and post a reply.

Related Content

Samsung's 110-inch Micro LED TV on pre-order at Harrods
  • By Andy Bassett
  • Published
TCL reveals C82 Mini-LED and C72+ QLED TVs for Europe in 2021
  • By Andy Bassett
  • Published
LG rolls out Signature OLED R TV with UK preorders
  • By Andy Bassett
  • Published
LG Display OLED TV panels certified glare free
  • By Andy Bassett
  • Published

Latest Headlines

Samsung's 110-inch Micro LED TV on pre-order at Harrods
  • By Andy Bassett
  • Published
TCL reveals C82 Mini-LED and C72+ QLED TVs for Europe in 2021
  • By Andy Bassett
  • Published
LG rolls out Signature OLED R TV with UK preorders
  • By Andy Bassett
  • Published
LG Display OLED TV panels certified glare free
  • By Andy Bassett
  • Published
Top Bottom