Sony Brings Bravia XR Cognitive Intelligence TV To South Africa

Sony launched its new BRAVIA XR televisions in Sandton last week, including the MASTER Series XR OLED A80J & X90J Full-Array LED televisions.


  • The electronics company’s new TV range features the all-new Cognitive Processor XR.
  • Control your house through Google Assistant on the BRAVIA XR range.
  • Gamers and sports fans will love the new viewing experience with sharper, bolder colours.
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The Cognitive Processor XR uses a new processing method that goes beyond conventional AI by replicating the way humans see and hear. The new processor divides the screen into numerous zones and can detect where the “focal point” is in the picture.


Cognitive Processor XR can also analyse sound position in the picture, ensuring the sound matches precisely with what’s on the screen and upconverts any audio to 3D surround sound that delivers exceptional realism with an immersive soundscape. It learns, analyses, and understands unprecedented amounts of data and intelligently optimises every pixel, frame, and scene for the most lifelike picture and sound Sony has ever delivered.


Movie fans and gamers alike will love the Sony TV and soundbar home theatre combination, bringing content to life in cinematic ways. Image: Sony

In recent times, as we spend more time at home, we are relying on TVs to keep us entertained with high-quality, well-produced content.

// Managing Director for Sony Middle East & Africa, Takakiyo Fujita


The BRAVIA XR models come with Google TV, offering a brand-new entertainment experience that brings together movies, shows, live TV, and more from apps and subscriptions designed to create the most immersive visual media experience possible. Google Assistant will also take verbal instructions to switch off your linked lights and appliances, through your TV and answer any questions you would like Google to answer.


The BRAVIA XR range offers the Netflix Calibrated Mode specially developed to enjoy Netflix originals and reproduce the same picture quality on a TV as on a studio evaluation master. All BRAVIA XR TVs feature HDMI 2.1 and e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM), supporting higher resolutions and frame rates, and two brand-new PS5 exclusive features – Auto HDR Tone Mapping and Auto Genre Picture Mode making it perfect for PlayStation 5 gaming.


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Sandton Times Correspondent

Sandton Times Correspondent

Curated content from The Sandton Times newsroom desks.


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