Sony’s new TV line-up features Cognitive Processor XR

Sony has unveiled its new BRAVIA XR TV line-up, including MASTER Series Z9J 8K LED, MASTER Series A90J and A80J OLED, and X95J and X90J 4K LED, powered by Sony’s Cognitive Processor XR.

This new technology uses a completely new processing method designed to replicate the way we see and hear. Unconsciously, we usually focus on certain point when we see object, but the Cognitive Processor XR, powered by cognitive intelligence, divides the screen into numerous zones and detects the focal point in the image.

Acting in a similar way to the human brain, the new processor can cross-analyse an array of elements at once, unlike conventional AI which can only detect and analyse picture elements like colour, contrast and detail individually. By cross-analysing various elements at once, each element is adjusted to its best outcome in conjunction with each other to make sure it is all synchronised and lifelike.


The Cognitive Processor XR doesn’t just fix the picture, it also analyses sound position in the signal, so the sound matches precisely what is on screen. It also upscales the sound to 3D surround sound to deliver an immersive experience. It learns, analyses and understands unprecedented amounts of data in order for it to optimise every pixel, frame and scene for lifelike pictures and sound.

The new BRAVIA XR line-up features BRAVIA CORE, developed in collaboration with Sony Picture Entertainment (SPE). It allows users to enjoy a selection of the latest SPE premium and classic titles and its IMAX Enhanced movie collection. BRAVIA CORE also features Pure Stream technology which achieves near lossless UHD BD equivalent quality with streaming up to 80 Mbps.


As well as BRAVIA CORE, the new TV portfolio also introduces Google TV, a new entertainment experience that organises movies, shows, live TV and more from apps and subscriptions in one place.

All BRAVIA XR TVs will also 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 gamers.


Users can use their voice to control their TV without pressing any buttons on the remote. The hands-free voice control can be activated by saying “Hey Google”, and allows users to search for entertainment, and control the TV and smart home devices. The smart speaker capability allows use with Google Assistant and Amazon Alexa enabled devices to cast and control videos from YouTube with Google Nest speakers or change the channel and volume with Google Assistant and Amazon Alexa enabled devices.


Netflix Calibrated Mode is included on the new models, offering studio quality Netflix content as the creator intended. IMAX Enhanced is also included, featuring IMAX remastered picture and sound, as well as IMAX Enhanced Mode, fully optimised for playback of cinematic content.

Pricing and availability will announced in spring 2021.