A television has always been an indispensable part of our everyday life and due to the COVID lockdown, this device has become one of the best media devices to kill time during our stay at home. Keeping this in mind Sony has expanded its Smart TV lineup with the introduction of the Bravia X90J Ultra-HD HDR LED TV in India. There are three size options to choose from that comes with the XR Cognitive Processor with Full-Array LED panel, XR Triluminos Pro and XR Contrast Booster for a natural and immersive experience.
The company has introduced the new X90J series in three different sizes of 189 cm (75), 165 cm (65) and 140 cm (55) that are powered by Cognitive Processor XR that is said to use a completely new processing method that goes beyond conventional AI. It helps in maintaining focus on certain points which we unconsciously lose focus on. Cognitive intelligence knows where that focal point is by dividing the screen into numerous zones and detecting where the “focal point” is in the picture. There is support for HDR with the HLG, HDR10, and Dolby Vision formats. According to the company, this will make sure everything is synchronized and lifelike which conventional Artificial Intelligence (AI) cannot achieve as it can only detect and analyze picture elements like colour, contrast and detail individually. It also comes integrated with the XR 4K Upscaling technology that upscales 2K signals close to true 4K quality for real and detailed pictures.
In addition to this, the Sony BRAVIA X90J series has multiple zones of LEDs that light up independently, allowing to adjust and create contrast by making light areas lighter and dark areas darker with greater depth, textures.
The Full-Array LED panel creates ultra-realistic picture quality full of lifelike contrast. Whereas the XR Contrast Booster on the Smart TV will deliver vibrant colours and stunning contrast with deep blacks and intense brightness, therefore, eliminating shadows or blown-out highlights.
The XR TRILUMINOS Pro helps in producing brighter colours by widening the colour spectrum with 3D colour algorithms. It also analyses and processes data in every image to make colours even more natural. With the XR Motion Clarity technology the new X90J series can achieve sports and fast action scenes smooth, bright and clear and brightness is boosted when needed.
The audio department has been taken care of with XR Surround, 3D Surround upscaling and Acoustic Multi-Audio powered by Dolby Audio and Dolby Atmos. Additionally, there is a dedicated game mode with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC for the ultra-smooth gaming experience. There is also access to Google Assistant and Alexa voice assistants to find what you want quickly or to play TV shows, movies, and more without using the TV remote.
There is support for Google Chromecast built-in, Apple Home Kit and AirPlay to allow sharing content on the big screen or control your TV with this latest feature support.
Pricing and Availability
As of now, the company has only introduced the pricing of the 55-inch model whereas the price of the 75-inch and 65-inch will be announced later on. The price of the Sony Bravia XR-55X90J Ultra-HD HDR LED television has been set at Rs 1,39,990 in India. The QLED TV will be available for purchase across all Sony Centers, major electronic stores and e-commerce portals in the country.
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