New Sony BRAVIA XR X95J 4K HDR Full Array LED TV 65 ″, available on pre-order

Sony announces that the BRAVIA XR X95J 4K HDR Full Array LED TV model of 65 ″ is now available for pre-order at retailers and on the official website. The X95J is the flagship range of the current BRAVIA XR 4K HDR Full Array series and, at the same time, the winner of the Innovation Award at CES 2021.

The TVs in this range feature the revolutionary Cognitive Processor XR ™, offering a new processing method, superior to conventional artificial intelligence, specially designed to reproduce the way people see and hear.

When we see objects, we unconsciously focus on certain points. Cognitive Processor XR ™, powered by cognitive intelligence, divides the screen into many areas and detects where the “focal point” in the image is. While conventional artificial intelligence (AI) can detect and analyze image elements such as color, contrast, and detail at the individual level, the new Cognitive Processor XR can simultaneously analyze a number of elements, just as the human brain does. Thus, all the elements are adjusted in close correlation with the others to get the best result, in this way all the elements of the scene on the screen are synchronized and realistic – something that conventional artificial intelligence can not provide.

Cognitive Processor XR can also analyze the position of the sound in the signal, so that the sound synchronizes perfectly with the image on the screen. Moreover, it transforms any sound into a 3D surround experience, to offer the ultimate realism, characterized by an immersive soundscape. The new processor learns, analyzes and understands an unprecedented amount of information and intelligently optimizes every pixel, frame and scene for the most realistic images and sounds Sony has ever offered.




Sony BRAVIA XR X95J 4K HDR LED TVs have the exclusive BRAVIA CORE ™ service. It is pre-installed on all Bravia XR models, and users can enjoy a selection of premium SPE titles, both the newest and classic titles, as well as the largest IMAX Enhanced collection. BRAVIA CORE is the first in the industry to have Pure Stream ™ technology, which achieves an almost perfect UHD BD quality, equivalent to streaming up to 80 Mbps.

X95J TVs are also ideal for gamers, offering support for several features that use HDMI 2.1, such as 4K resolution at 120 frames per second (FPS), variable screen refresh rate (VRR) and Auto Low Latency Mode (ALLM), for a smooth and fast gaming experience when connected to a state-of-the-art console.

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