World’s first cognitive intelligence TV, Sony BRAVIA XR Master Series A90J, to go on sale in Europe in March

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Sony has announced the European launch window for its innovative BRAVIA XR MASTER Series A90J 4K HDR OLED televisions. The highly anticipated world’s first cognitive intelligence TV in now available to pre-order in select countries in Europe with deliveries expected in late March. The A90J is the flagship OLED model of the new BRAVIA XR series that uses a completely new processing method going beyond conventional AI, designed to replicate the ways humans see and hear.

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. With Acoustic Surface Audio+, the screen is the speaker on this BRAVIA XR 4K OLED TV, matching the sound precisely with what’s on the screen for a truly immersive experience.

BRAVIA XR MASTER Series A90J 4K HDR OLED TVs feature the exclusive BRAVIA CORE service. Included with the purchase of all new BRAVIA XR models, users can enjoy a selection of the latest Sony Pictures Entertainment 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.

The BRAVIA XR MASTER Series A90J 4K HDR OLED TVs in 65” and 55” are available to pre-order now in select European countries and with the 83” to follow later this year.

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