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Sony announces new BRAVIA XR Full Array LED X90K series

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Sony India announced the new BRAVIA XR X90K series powered by the Next Gen Cognitive Processor XR. The newly launched series takes vision and sound to the next level with the ingenious Cognitive Processor XR that thinks like a human brain offering a complete immersion in an experience that thrills and moves you and feels just like the world around us. In addition to best-in-class, ultra-realistic picture quality, full of lifelike contrast, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality.

Sony announces new BRAVIA XR Full Array LED X90K series offering real life colour and contrast with cognitive processor XR Next Gen Cognitive Processor XR thinks like a human brain providing a revolutionary experience that completely immerses viewers in their favourite content.  Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster delivers supreme realism with deep blacks and intense brightness with wider colour gamut. With the latest XR 4K Upscaling and XR Motion Clarity technology enjoy 4K action that stays smooth, bright and clear with no blur. Transform your gaming experience with dedicated game mode with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR) Auto Low Latency Mode (ALLM) and e-ARC.

Create your own cinema at home with exceptional visual and audio experience with Dolby Vision, Dolby Atmos and IMAX Enhanced . Introducing BRAVIA CORE, enjoy the largest collection of IMAX enhanced movies with highest quality Pure Stream™ 80mbps on BRAVIA XR TVs. Enjoy immersive sound experience that matches perfectly with visuals with technologies such as XR sound positioning with Acoustic Multi Audio and XR Surround with 3D surround upscaling. Supreme pictures and sound in every environment with Ambient optimization, Light sensor and Acoustic auto calibration technology. Enjoy superfluid Google TV user interface with handsfree voice search offering endless entertainment, works seamlessly with Apple AirPlay 2 and HomeKit. Explore an array of fun new TV experiences with BRAVIA CAM* including gesture control, video calls and much more. Minimalist design with Flush Surface bezel so that all your focus is on what’s important; the stunning picture.

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Next Gen Cognitive Processor XR thinks like a human brain providing a revolutionary experience that completely immerses viewers in their favourite content The new X90K series available in 189 cm (75), 165 cm (65) and 140 cm (55) takes vision and sound to the next level with the ingenious Cognitive Processor XR. It thinks like the human brain and understands how humans see and hear, providing a revolutionary experience that completely immerses viewer in their favorite content. Powered by the Cognitive Processor XR, the brain of the X90K TV uses a completely new processing method that goes beyond conventional AI. 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 analyze picture elements like color,contrast and detail individually, the new processor can cross-analyze an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best outcome, in conjunction with each other, so everything is synchronized and lifelike – something that conventional AI cannot achieve. With XR 4K Upscaling technology upscales 2K signals close to true 4K quality for incredibly real and detailed pictures.

Combined with the precision of a Full Array LED panel, XR Triluminos Pro and XR Contrast Booster delivers supreme realism with deep blacks and intense brightness with wider colour gamut.

The BRAVIA X90K 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 XR Cognitive Processor combined with the Full Array LED panel creates ultra-realistic picture quality full of lifelike contrast. With the XR Contrast Booster, X90K series deliver vibrant colours and stunning contrast for supreme realism with deep blacks and intense brightness. Now no more details overwhelmed by shadow or lost in blown-out highlights. Powered by Cognitive Processor XR™, our Full Array LED panel with unique new LED structure and XR Triluminos Pro enables X90K to access over a billion colours and reproduce each one with the subtle differences seen in the real world. It can detect colour from  saturation, hue and brightness to deliver natural shades in every detail, especially in greens and reds. With the latest XR 4K Upscaling and XR Motion Clarity technology enjoy 4K action that stays smooth, bright and clear with no blur. The X90K series encompassed XR 4K upscaling technology so that you can enjoy entertainment close to 4K quality, whatever the content or source. The Cognitive Processor XR™ accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures. On some screens, sports and fast action scenes can seem to go by in a blur but with LED XR Motion Clarity technology in the X90K series keeps everything smooth, bright and clear. Each ‘blink’ is individually controlled, and its duration optimised, while brightness is boosted when needed, so that you won’t miss any detail.

The minimalist design of X90K maximises the screen and minimises the bezel so you stay focused on
what’s important, which is the picture. A versatile 2-way stand gives you the choice of a standard setting that focuses you on the picture or soundbar setting for ideal positioning of your sound system As the bezel is extremely narrow, your eyes naturally focus on the picture, not what's around it. The living Decor turns your TV into an essential part of your living space with on screen artwork, personal photos, screensaver themes and clock functions.

Price and Availability
Model Best Buy (in INR) Availability Date
XR-55X90K 129,990/- 6 th June,2022 onwards
XR-65X90K 179,990/- 6 th June,2022 onwards
XR-75X90K – To be announced soon

This will be available across all Sony Centers, major electronic stores and e-commerce portals in India.

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