Sony Electronics Announces New Bravia Xr 8k Led 4k Oled And 4k Led Models With New Cognitive Processor Xr At Ces 2021

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Sony Electronics Announces New BRAVIA XR 8K LED, 4K OLED and 4K LED Models with New “Cognitive Processor XR”. Innovative new processor mimics human brain to deliver a never-before-seen immersive viewing experience
(KUALA LUMPUR, 8 January 2021) – Sony Electronics today announced the new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED, X95J and X90J 4K LED televisions.
Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the BRAVIA TV’s use a completely new processing method that goes 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, knows where that focal point is by dividing the screen into numerous zones and detecting 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 processor can cross-analyse an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best final outcome, in conjunction with each other, so everything 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.
Key BRAVIA XR Lineup Highlights: 

Google TV: This lineup also introduces Google TV, a brand-new entertainment experience that brings together movies, shows, live TV and more from apps and subscriptions and organizes them just for you. Easily find something to watch with personalised recommendations and bookmark shows and movies to a single Watchlist to keep track of what to watch. Users can even add to their Watchlist from their phone or laptop with Google Search. HDMI 2.1 Compatibility: All BRAVIA XR TVs will feature HDMI 2.1 and e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), supporting higher resolutions and frame rates ideal for next-generation gaming.Sound-from-Picture Reality™: In addition to best-in-class picture quality, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality™, which aligns the position of the sound with the images on the screen to offer a uniquely lifelike experience.Hands-Free Voice Function: With hands-free voice control built into Sony’s Google TVs, you can set aside the remote and just use your voice to search for entertainment, get answers, and control the TV and smart home devices. Try saying “Hey Google, turn on the TV” or “Hey Google, what should I watch?”.Smart Speaker Compatibility: With Google Assistant enabled devices, you may cast and control videos from YouTube with Google Nest speakers  or change the channel or volume with Google Assistant enabled devices.Delivering the Creator’s Intent: The new models will continue to deliver the creator’s intent with Netflix Calibrated Mode, offering studio-quality Netflix content.
New Sony's TV Models and Key Features

MASTER Series Z9J [85” class model] 8K LED TV features:Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite contentCombined with the precision of a Full Array LED panel, XR Triluminos Pro, XR Contrast Booster and XR 8K Upscaling delivers supreme 8K realism with deep blacks and intense brightnessLatest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blurX-Wide Angle technology provides vivid real-world colours from any angle while retaining more colour and brightnessAcoustic Multi-Audio technology delivers cinematic surround sound and accurate sound positioning, providing pictures and sound in perfect harmonyQuick access to an array of content and services with Google TV Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™ Works with Google AssistantHands-free voice search works alongside Google Assistant to provide a smarter viewing experience6 X-Anti Reflection minimises reflection for a distraction-free viewing experience HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)2 , Auto Low Latency Mode (ALLM) and e-ARCSupport for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving soundAmbient Optimisation optimises picture and sound quality in any environmentMinimalist one slate design embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distraction Three-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar systemNetflix Calibrated Mode offers studio-quality Netflix content.Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings    MASTER Series A90J [65” class and 55” class models] OLED TV features:Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite contentXR OLED Contrast adjusts brightness for higher peaks in glare and deeper blacks in shadow while XR Triluminos Pro enables a wider palette to reproduce each colour with the subtle differences seen in the real worldXR Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high speed scenesQuick access to an array of content and services with Google TV Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™6 7Works with Google AssistantNetflix Calibrated Mode offers studio-quality Netflix content.Calman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settingsXR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed picturesHDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)2 , Auto Low Latency Mode (ALLM) and e-ARCImproved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmonySupport for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound11Ambient Optimisation optimises picture and sound quality in any environmentTwo-way stand provides different stand position options, including a hero position to eliminate distractions and a sound bar position to elevate the TV and integrate a soundbar systemMinimalist one slate design with Seamless Edge bezel embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distractionHands-free voice search works alongside Google Assistant to provide a smarter viewing experienceA80J [77” class, 65” class and 55” class models] OLED TV features:Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite contentXR OLED Contrast adjusts brightness for higher peaks in glare and deeper blacks in shadow while XR Triluminos Pro enables a wider palette to reproduce each colour with the subtle differences seen in the real worldXR Motion Clarity technology controls moving images precisely to minimise blur so that pictures remain true with less loss in brightness during high speed scenesImproved Acoustic Surface Audio+ technology delivers more accurate sound positioning and cinematic surround sound, providing pictures and sound in perfect harmonyThree-way stand provides three stand position options, including a narrow position for a smaller footprint, hero position to eliminate distractions and sound bar position to elevate the TV and integrate a soundbar systemQuick access to an array of content and services with Google TV Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™6 7Works with Google AssistantXR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed picturesHDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)2 , Auto Low Latency Mode (ALLM) and e-ARCSupport for Dolby Vision® HDR and Dolby Atmos® immersive audio will transform entertainment with ultra-vivid picture quality and incredible moving sound11Ambient Optimisation optimises picture and sound quality in any environmentMinimalist one slate design with Metal Flush Surface embraces the screen in a single pane of glass that’s naturally elegant and keeps viewers focused on the picture without distractionHands-free voice search works alongside Google Assistant to provide a smarter viewing experienceNetflix Calibrated Mode offers studio-quality Netflix contentCalman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settingsX90J [75” class, 65” class, 55” class and 50” class models] 4K LED TV features:Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite contentCombined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster deliver supreme realism with deep blacks and intense brightnessLatest XR Motion Clarity technology cross-analyses data to ensure action stays smooth, bright and clear with no blurXR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed picturesHDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR)2, Auto Low Latency Mode (ALLM) and e-ARCAcoustic Multi-Audio and sound signal processing technology deliver sound that matches perfectly with what’s on screen. Ambient Optimisation technology with a light sensor automatically adjusts picture and sound to viewers’ environmentMinimalist design maximises the screen and minimises the bezel, so users stay focused on what’s important - the pictureQuick access to an array of content and services with Google TV Easy connectivity to most devices, including Apple® AirPlay® 2 and HomeKit™6 7Dolby Vision™ and Dolby Atmos™ supportWorks with Google AssistantHands-free voice search works alongside Google Assistant to provide a smarter viewing experience10Netflix Calibrated Mode offers studio-quality Netflix contentCalman® Ready offers advanced calibration capabilities and the ability to fine-tune adjustments simply not possible through conventional picture settings
Pricing and Availability
The new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED and X90J 4K LED televisions will be available in Malaysia.
Pricing and retail availability will be announced later.For more information on new Sony television models, please watch Sony’s BRAVIA XR announcement video here or visit the BRAVIA XR website: https://www.sony-asia.com/electronics/bravia-xr. 
The announcement video will also be available on January 11 at 5pm EST or 6am (12 Jan, Malaysia time) during CES 2021 at the following website: https://square.sony.com/  
For more information on all Sony televisions, please visit https://www.sony.com.my/electronics/tv/t/televisions
About Sony Malaysia
Sony (Malaysia) Sdn. Bhd. began operations in Malaysia on 31 October 1973. The company specializes in marketing, sales and services for a wide range of consumer electronics products as well as broadcast & professional products and solutions. There are in total of 2 Sony Stores and 37 Sony Centre outlets nationwide, which offering consumers the latest Sony products and services.
About Sony Corporation
Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets.  With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world.  Sony recorded consolidated annual sales of approximately $77 billion for the fiscal year ended March 31, 2018.   Sony Global Web Site: http://www.Sony.net/

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