Sony’s Bravia LED TVs with ‘cognitive intelligence’ start at $ 1,299

Sony’s latest tip for Bravia TVs is called “cognitive intelligence“which can improve parts of an image depending on what’s going on. The first 4K TVs released with this technology were High-end OLED models, but these started at $ 2,999 and went up from there. Now Sony has unveiled its first LED models with the Cognitive Processor XR, and their price is much more reasonable.

The X90J is the top-of-the-line OLED model and it comes in sizes 50, 55, and 65 inches at $ 1,299, $ 1,499, and $ 1,799, respectively. These offer the XR Cognitive Processor, although moviegoers will likely want to turn it off to see content as the creators intended. They also provide 10-bit (billions) colors and full-array LEDs, although Sony did not specify the number of zones.

Naturally, they support HDR for HDR10, HLG, and Dolby Vision, and offer HDMI 2.1 ports that allow 10-bit 4K up to 120Hz for a superior gaming experience. All bundles feature Google TV for Netflix, Disney +, and other streaming content, as well as Sony’s Bravia Core streaming service that promises 4K up to 80 Mbps. This enables “near lossless” quality comparable to 4K Blu-ray discs, according to Sony.


Sony also unveiled the budget-focused X80J line (above), with 43- and 50-inch models for $ 749 and $ 849 respectively. These bundles don’t have the cognitive intelligence, full dimming, and other features, but still give you Google TV and 4K upscaling. All new sets are now on presale at B&H photo video and other authorized resellers, although Sony has not specified exactly when they will ship them.

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