Sony’s BRAVIA XR TV range ‘mimics the human brain’ for a lifelike picture


Sony has unveiled a new line of BRAVIA XR line of TVs, powered by an “innovative new processor [that]mimics the human brain to deliver a never-before-seen immersive viewing experience.”

The driving force of the new range is the Cognitive Processor XR, which replicates the way humans see and hear in order to identify the focal point of a picture in order to adjust each element for a more lifelike outcome. As Sony explains it: “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 the ‘focal point’ in the picture. While conventional 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.”

The Cognitive Processor XR is similarly able to analyse sound position and output to ensure the best match with what’s happening on screen, and can also upconvert any sound source to 3D surround sound.

“Sony’s key objective is to offer customers an incredibly immersive viewing experience by utilising evolving technologies and premium large screens to perfectly delivering the creator’s true intent,” said Aki Hosoda, Head of TV, Sony ANZ. “The new BRAVIA XR TVs take big screen home entertainment
to new heights with the introduction of the most advanced processing technology we have ever created.”

The BRAVIA XR range includes five different models in New Zealand, each available in a variety of sizes (with the exception of the MASTER Series Z9J, which you can have in any size you want so long as it’s 85″). All feature the Cognitive Processor XR, HDMI 2.1 support, Google TV, hands-free voice function, smart speaker compatibility, and Netflix Calibrated Mode.

There’s no word yet on when the BRAVIA XR range will be available, or how much they’ll cost. They’ll almost certainly be in the premium price bracket, but if the Cognitive Processor XR can deliver on its promises, it could be an exciting new direction for gaming and home cinema.


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Matthew is a writer based in Wellington. He loves all things pop culture, and is fascinated by its place in history and the wider social context.