ERT Awards Supporting Information

Best New Product – Consumer Electronics

Sony – BRAVIA TV Line-up 2021

In January 2021 Sony announced the introduction of a ground-breaking new processor for it’s latest BRAVIA TV line-up. Seeing really is believing and the new models have been awarded several awar\ds and have received rave reviews from retailers and consumers too.

The Cognitive Processor XR uses a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear. The processor divides the screen into numerous zones and detects 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 Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do. By doing so, all elements are adjusted in conjunction with each other, providing consumers with supreme realism and a natural sense of depth.

Cognitive Processor XR can also analyse sound position in the signal so the sound matches exactly with what’s on the screen. It can also upconvert any sound to 3D surround sound, to deliver an immersive soundscape to consumers. It learns, analyses and understands unprecedented amounts of data and intelligently optimises every pixel, frame and scene so that users feel they are at the heart of every scene.

To further enhance the user experience the new models also feature a One Slate design with seamless edge bezel providing a greater immersive experience with fewer distractions. The range includes the MASTER Series Z9J 8K LED, MASTER Series A90J and A80J OLED, and X95J and X90J 4K LED which are available in a range of screen sizes.