Sony launches BRAVIA XR A80J OLED TV with cognitive intelligence in Europe

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Sony has announced that pre-orders will soon open in March for its innovative BRAVIA XR A80J 4K HDR OLED TVs and the entry-level X80J/X81J 4K LED TVs. The former are part of the much anticipated BRAVIA XR line-up based on the new Cognitive Processor XR™, which employs a completely new processing method going beyond conventional AI, designed to replicate the ways humans see and hear.

According to the company: “When we see objects, we unconsciously focus on certain points. Cognitive Processor XR™, powered by cognitive intelligence, divides the screen into numerous zones and detects where the ‘focal point’ is in the picture. While conventional Artificial Intelligence (AI) can only detect and analyse picture elements like colour, contrast and detail individually, the new Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do. By doing so, all elements are adjusted in conjunction with each other for best final outcome, so everything in the scene is synchronised and lifelike – something that conventional AI cannot achieve.

“Cognitive Processor XR can also analyse sound position in the signal so the sound matches precisely with what’s on the 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.

“BRAVIA XR A80J 4K HDR OLED TVs feature the exclusive BRAVIA CORE service. 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.

“By combining revolutionary picture and sound technologies enabled by Cognitive Processor XR, an array of next-generation gaming features such as 4K 120fps and the breadth of content from the exclusive BRAVIA CORE service, BRAVIA XR A80J 4K HDR OLED TVs are a compelling proposition for anyone looking to elevate their viewing and gaming experiences to another level.

“The X80J/X81J 4K LED TVs are well-rounded smart TVs incorporating several established Sony technologies for great TV-viewing, whatever the content. Similarly to BRAVIA XR A80J, they come with Google TV. You can use your voice remote to easily find your favourite movies, shows, and music or ask Google to find a specific title, search by genre, or get personalised recommendations on what to watch.”

The BRAVIA XR A80J 4K HDR OLED TVs and X80J/X81J 4K LED TVs will become available to pre-order in March. For more information visit:  and

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