Sony Announces New Bravia XR Lineup with "Cognitive Intelligence"


Sony just unveiled its newest slate of premium television models, the Bravia XR. Featuring key highlights such as HDMI 2.1 compatibility, 4K 120fps support, and Sony’s new Cognitive Processor XR chip, the Bravia XR lineup appears to be the TV series many consumers were waiting for—especially those wanting to take full advantage of next-generation gaming consoles like the Sony PS5.

As with years past, the latest Bravia lineup is separated into different models of TVs, including those under the “Master Series” banner. However, unlike years past, all Bravia TVs will share several key highlights, including the aforementioned HDMI 2.1 compatibility and 4K 120 fps, as well as Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), and eARC support.

Arguably the most important of these shared highlights is Sony’s new Cognitive Processor XR chip, which claims to imbue each of the new models with “cognitive intelligence.” According to Sony, this new cognitive intelligence allows each of the Bravia XR models to cross-analyze several picture elements at once and deliver a “synchronized and lifelike” picture and sound quality that are beyond what other conventional TVs can achieve.

The Bravia XR lineup will also be the first TV series to feature Google TV, an all-new software experience that merges television shows, movies, music, live TV, subscriptions, and apps into a single, easy-to-use platform.

Beyond the core set of attributes and features, each Bravia XR model offers additional enhancements and capabilities as you move higher up the ladder—everything from screen type and resolution support to subtler refinements like the anti-reflective coating specific to the 8K Master Series sets. However, again, it’s important to remember that while certain niceties are only offered with select models, all Bravia XR TVs will offer the features that the vast majority of consumers want (e.g., 4K 120fps, HDMI 2.1, and VRR).

We won’t know the exact pricing of the new Bravia XR TV lineup until later this year, but here’s how the series will break down in terms of model number, screen type, resolution, and size options:

Model Video Format Screen Size
Master Series Z9J 8K LED Available in 75 and 85"
Master Series A90J 4K OLED Available in 55, 65, and 83"
A80J 4K OLED Available in 55, 65, and 77"
X95J 4K LED Available in 65, 75, and 85"
X90J 4K LED Available in 50, 55, 65, and 75"
X93J/X94J 4K LED Available in 50, 55, 65, 75, and 100"

When available, you'll be able to order any of the new Bravia XR television models from B&H.

What are your thoughts on Sony’s upcoming Bravia XR lineup and new Cognitive Processor XR chip? Let us know in the Comments, below.


Hi - Looks great! Not surprised that Sony is dumping Android TV, hopefully Google platform is not just more of the same! Not mentioned is anything about an ASTC 3.0 tuner. Sony displayed a TV equipped with a 3.0 tuner at CES ASTC booth last year, so assume they must have something to sell in markets, like Las Vegas, where ASTC 3.0 is starting to become available. I can't imagine that the Tuner Chip supporting ASTC would add more than $15-20 to the cost, perhaps $80-100 at retail. I would gladly pay that much! Also, how about 30 minutes "pause" memory built into the TV? What would that be, 64 Gig? Or just allow the end user to use a USB port to add their own "external pause" memory! Cable industry killed the "Cable Card" due to their own greed, nobody is happy having to pay $15-20 per months for their (relatively stupid) external boxes


What a great idea to have built in 'pause' feature. I'd pay for that also. External pause is also a brilliant suggestion. Thanks.