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OLED (Organic Light-Emitting Diode) is commonly rated the top video display technology by discerning critics. Traditionally, the only place where OLED TVs have lagged behind their LCD counterparts has been in brightness, which is important for producing a great image in rooms with a lot of ambient light. The new models from Sony are the brightest OLED sets ever, going a long way towards closing that gap. Sony was able to get higher brightness than before with new and improved panels and a new lamination approach that provides additional cooling, allowing the TV to crank a little harder by making maximum use of its red, blue, and green phosphors along with white simultaneously, in contrast to predecessors that couldn't do that. The result is a thoroughly stunning viewing experience.

Lets take a brief look at OLED technology in general, and then well come back to all the great breakthroughs on the new Sony models

OLED makes it possible to create even thinner TV sets than LCD, while at the same time making them more eco-friendly and efficient. An organic, carbon-based film is placed between two conductors and an electrical current is passed through, which causes it to emit light. This differs from LCD TVs, which require a backlight to create their brightness. OLED pixels are self-emissive and generate their own light.

The main benefits

1. OLED sets are lighter and thinner than LCD due to the lack of a backlight.

2. Better picture quality: Because each pixel can be turned off individually, OLED TVs can do their best to deliver an absolute black and infinite contrast ratio the Holy Grail for videophiles.

3. Smoother picture for fast-motion scenes: OLED pictures are brighter and can achieve response times of less than 0.01ms, which practically eliminates motion blur.

4. Off-axis viewing is enhanced: Because OLED pixels emit light directly, viewing angles tend to be much wider, plus color and contrast stay the same from as far as 90 degrees off center.

Sony takes it to a whole new level with Cognitive Intelligence

Conventional AI (Artificial Intelligence) can only detect and analyze elements like color, contrast and detail individually but we perceive the world based on information coming from our eyes and ears to our brain at the same time. Thats why Sony developed the Cognitive Processor XR, which can cross-analyze every element at once, the same way our brains work. To create this closer-to-reality feeling, Cognitive Processor XR divides the screen into hundreds of zones and recognizes individual objects in these zones better than ever before. What's more, they can cross-analyze around a few hundred thousand different elements that make up a picture in a second, just as our brains do.

Pictures just like the way our eyes perceive the world

Unlike a conventional TV where all picture elements are adjusted to the same level, BRAVIA XR TVs with cross-analyzation adjust each element to its best final outcome, in conjunction with each other, so everything is in harmony and feels totally natural. BRAVIA XR TVs work the same way as our eyes, detecting the main focal point in a scene and enhancing each detail in an object so it stands out with a natural sense of depth, just as in the real world.

With XR OLED Contrast (A80J Series) or the even more advanced XR OLED Contrast Pro (A90J Series), brightness is adjusted for higher peaks in glare and deeper blacks in shadow so details are not overwhelmed by shadow or lost in blown-out highlights. Object-based XR Super Resolution identifies up to hundreds of on-screen objects and enhances their resolution individually for improved picture accuracy and detail. Object-based XR HDR remaster improves color and contrast for SDR (Standard Dynamic Range) content, and XR 4K Upscaling lets you enjoy all your HD content in close to 4K resolution, bringing back lost texture and detail with intelligent TV processing.

Billions of accurate colors and precise textures

XR TRILUMINOS Pro lets you rediscover everything you watch with billions of accurate colors and see impressive picture quality that is natural and beautiful to the human eye. The range of hues and saturation are enhanced allowing for extremely precise details and ensuring skin tones look natural.

A smooth picture for fast-moving scenes

XR Motion Clarity with 120Hz refresh rate offers intelligent motion processing for sharp, blur-free sports and action scenes.

Other important technologies and features:


High Dynamic Range (Dolby Vision, HDR10, HLG) extends picture contrast and brightness when displaying HDR content.

HDMI 2.1

Get the most out of next-gen gaming with BRAVIA XR HDMI 2.1 enabled TVs featuring 4K/120fps and BRAVIA Game Mode for increased frame rate and reduced input lag.

Sound and picture in perfect harmony

With Acoustic Surface Audio+, the screen is the speaker! This advanced technology produces sound from the entire screen creating acoustics that are perfectly in sync with the picture. You'll hear more realistic sound and exceptionally clear dialog. Built-in subwoofers provide powerful bass.

Dolby Vision, IMAX Enhanced, Netflix Calibrated Mode

Enjoy immersive and engaging cinematic content as the creators intended.

Supreme picture quality and sound, whatever the environment

Sit back and enjoy an enthralling viewing experience. Sonys unique ambient optimization technology with light sensor automatically adjusts picture and sound to your environment.

Google TV delivers the entertainment you love

See 700,000+ movies and TV episodes, plus live TV, all in one place. Google TV brings your favorite content from across your apps and subscriptions and organizes them just for you. Watch content from Netflix, Amazon Prime Video, Disney+, YouTube, the Apple TV app, and many more. Searching is easy just ask Google. Try saying, Hey Google, find action movies to search across your favorite apps.

Apple AirPlay 2

Works with AirPlay 2 to easily stream content from your Apple devices.

Browse the New Sony OLED TVs

A80J Series

Sony XR-55A80J 55-inch Smart OLED 4K UHD TV with HDR

Sony XR-65A80J 65-inch Smart OLED 4K UHD TV with HDR

Sony XR-77A80J 77-inch Smart OLED 4K UHD TV with HDR

A90J MASTER Series

Sony MASTER Series XR-55A90J 55-inch Smart OLED 4K UHD TV with HDR

Sony MASTER Series XR-65A90J 65-inch Smart OLED 4K UHD TV with HDR