Sony is using CES 2021 to present numerous new televisions with LCD and OLED technology as well as 4K and 8K resolution. Sony has assembled the top models under the name “Bravia XR” and equips them with a new processor and Google TV. There is a new high bit rate streaming service for selected televisions.
Bravia XR stands for a number of equipment features for the flagships in the areas of LCD and OLED. The image processor is the new “cognitive processor XR”, which uses a new processing method that goes beyond conventional AI processing and is intended to imitate the way people see and hear. In addition to processing the image, the processor is also responsible for audio. According to Sony, the chip can divide the screen into numerous zones and recognize where the “focus point” is in the image. The competition is only able to recognize image elements such as color, contrast and details individually using AI, while Sony can analyze a large number of elements in parallel. This is intended to adapt all elements of a scene together so that they all work “synchronously”.
In the audio area, the position of the sound is analyzed so that the sound should match exactly what is happening on the screen. The processor should also be able to process virtual surround sound.
Bravia Core streams at 80 Mbit/s
The Bravia XR devices include the Master Series 8K LED TV Z9J, the Master Series OLED TVs A90J and A80J, and the 4K LED models X95J and X90J. This television combines the use of Google TV (test) as the successor to Android TV. Voice control is via the Google Assistant, and the devices are also compatible with smart speakers from Google and Amazon with Alexa. On the operating system, Bravia Core is available as a new streaming service directly from Sony. The service developed with Sony Pictures Entertainment should offer a particularly high quality on the level of an Ultra HD Blu-ray, since it works with a bit rate of 80 Mbit/s. An IMAX enhanced collection is also offered through Bravia Core. The IMAX enhanced mode is again available for correct image output, while the Netflix calibrated mode is provided for Netflix.
HDMI 2.1 for 4K120 on new game consoles
HDMI 2.1 is available for all of the above and other televisions, so that especially players of the new consoles PlayStation 5 (test) and Xbox Series X (test) can use 4K at 120 Hz. Other HDMI 2.1 features supported by Sony are Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and eARC.
Z9J as the new 8K flagship
In detail, the new TV portfolio consists of the following models. Those who require 8K resolution with 7,680 × 4,320 pixels are still dependent on LCD technology, which is offered in the new Master Series 8K LED TV Z9J in sizes 75 inches and 85 inches. The televisions use an LED backlight with full array local dimming and, with “XR Triluminos Pro”, “XR Contrast Booster”, “XR Motion Clarity” and “XR 8K Upscaling”, have numerous image enhancers. The “X-Wide Angle-Technology”, in turn, should keep the image quality at the same level from different viewing angles, while “X-Anti-Reflection” should reduce reflections.
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Z9J (Image: Sony)
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Z9J 
Z9J In the OLED segment, the new flagships are called Master Series OLED televisions A90J and A80J and are available in 55 inches, 65 inches, 77 inches (A80J) and, for the first time, 83 inches (A90J). The most important innovation for the 2021 vintage is “XR OLED Contrast”, which is responsible for adjusting the brightness and is intended to display light scenes in brighter colors and dark scenes in deeper black tones. Only the flagship A90J has “XR OLED Contrast Pro” for a higher maximum brightness. Sony achieves this with a rear cover for the panel made of aluminum, which serves as a large heat sink. Panasonic uses a comparable production process for the HZW-2004 devices with “Master HDR OLED Professional Edition Panel”, which, like the entire market, rely on OLED panels from LG, but achieve a higher brightness than competing devices thanks to the better cooling. In addition to the A90J, Sony has positioned the A80J series without pro-contrast, three-way instead of two-way stand and otherwise the same properties.
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A90J (Image: Sony)
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A90J 
A80J 
A80J 4K LCD TVs up to 85 inches
Back in the LCD warehouse below the 8K devices are the 4K LED televisions X95J, which are planned in 65 inches, 75 inches and 85 inches. Once again, there are all the properties of the 8K devices mentioned above, but with a reduced resolution. Below these devices are the X90J 4K LED televisions with 50 inches, 55 inches, 65 inches and 75 inches. According to the data sheet, this series retains properties such as the full array local dimming of the 8K TVs Z9J and 4K TVs X95J, but potentially fewer LEDs and zones are working here – this is not yet apparent from the technical data. “X-Wide Angle” is no longer included in these models. The X90J is the smallest series that still belongs to “Bravia XR” and thus has access to the Bravia Core streaming service.
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X95J (Image: Sony)
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X95J 
X95J 
X90J 
X90J Cheaper LCD TVs with 100 Hz and 50 Hz
The X85J 4K LED televisions in 43 inches, 50 inches, 55 inches, 65 inches, 75 inches and 85 inches, which are still equipped with the X1 HDR processor and do not have access, get by without the hodgepodge of all the XR technologies get on Bravia Core. Although there are also selected HDMI 2.1 features such as VRR, ALLM and eARC, the panels only work natively with 100 Hz. The 4K LED televisions X80J are potentially even cheaper, although no prices have been announced so far with 43 inches, 50 inches, 55 inches, 65 inches and 75 inches (X81J), which only work with 50 Hz and only offer eARC of HDMI 2.1. As the smallest LED model, Sony has introduced the W800 HD LED television with today's small 32 inches that uses Android TV.
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X85J (Image: Sony)
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X85J 
X85J 
X80J 
X80J 
W800 
W800 
Sony will not announce the prices and dates when the devices will be available in Europe until a later date. The following table shows all the characteristics of the TV with the exception of the HD LED TV W800.
Update 05/10/2021 4:31 PM
After Sony had already announced some prices and dates for the televisions presented at CES in January, the announcement for the 83-inch OLED flagship of the A90J series follows today. Sony wants to bring this on the market from June 7th, while pre-orders are already being accepted from today at the non-binding price of 7,499 euros. Pre-orders for the X90J with 75 inches and the X85J with 85 inches are now possible. Approvals for the 75-inch (17.5.), 65 and 55-inch (24.5.) And 50 and 43-inch (31.5.) X85J should take place on the Tuesday next, the next but one and in three weeks, although the prices are not yet known .