Sony confirms prices for Bravia XR A90J OLED range

Sony has confirmed prices and launch details for its eagerly awaited BRAVIA XR MASTER Series A90J 4K HDR OLED flatscreens, which feature innovative cognitive intelligence processing.

Available to pre-order now, deliveries are expected in late March. The A90J is the flagship OLED model of the new BRAVIA XR series, and uses a completely new processing method that the brand claims goes beyond conventional AI, designed to replicate the ways humans see and hear.

So how does Cognitive Intelligence work?

Here’s the theory: When we see objects, we unconsciously focus on certain points. Sony’s Cognitive Processor XX 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. The idea is that all elements are adjusted in conjunction with each other, creating a more lifelike picture.

Sony's 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, and is delivered with Acoustic Surface Audio+.

BRAVIA XR MASTER Series A90J 4K HDR OLED TVs will also feature the exclusive BRAVIA CORE streaming service, which includes the largest IMAX Enhanced collection available online. BRAVIA CORE is the first SVoD service to use 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 TVsis available in 55-, 65- and 83-inch screen sizes, priced at £2699, £3499 and £6,999 respectively. The 83-inch A90J OLED TV will launch later this year.