Sony XR-77A95L
77" 4K UHD OLED TV

Infinite colours.
Definitive contrast.

Sony's flagship OLED TV powered by Cognitive Processor XR™ brings out the widest colour and definitive contrast. For movies, games and more, everything is a deeply immersive experience in 4K QD-OLED. Cinematic sound comes directly from the screen.

Bravia XR

World wide colours

Our brightest and widest shades and hues, all beautifully displayed on a QD-OLED screen powered by Cognitive Processor XR™.

For picture and sound you can almost feel
- Cognitive Processor XR

With Cognitive Processor XR™, BRAVIA TVs analyse the content and recreate it the same way humans see and hear in the real world. For example, they understand where humans tend to focus in a picture – like the main character in a movie. They also know that sound should come from above you when it’s a jet aircraft and recreate that sound in your living room. The result is your favourite content recreated in a way that’s so real you can feel it.

How the Cognitive Processor XR works

Conventional AI can only detect and analyse picture elements like colour, contrast and clarity individually. This means that picture element is enhanced to only certain level. But the way we perceive the world is based on all kinds of information coming from our eyes and ears to our brain. Working in the same way, Cognitive Processor XR™ cross-analyses hundreds of thousands of elements at once. One of these elements is the focal point - which can detect where humans tend to focus the most. By cross-analysing each picture element including focal point, it generates depth information and adjusts each part to give the picture the most depth and reality.

(1) Original (2) Colour (3) Clarity (4) Focal Point (5) Contrast (6) Depth (7) Motion (8) Cross Analysis

What is the focal point?

The focal point is where you tend to focus in a picture, where your eyes are naturally drawn to within the scene. TVs with Cognitive Processor XR recognise that focal point and enhance that part of the image, just as our eyes do in the real world. So, there's more depth to the player with the football or the main character, and scoreboards become easier to see.

See how the focal point works in Cognitive Processor XR

Creating a more realistic, immersive soundscape, just like you hear in real life

Sound positioned to bring you into the action

With advanced sound processing that mimics the human ear by pinpointing where sound is coming from and placing it in the right spot on screen, BRAVIA XR TVs put you at the heart of the scene.

A virtual sound experience with extra dimensions

Delivering sound in horizontal and vertical directions, BRAVIA XR TVs provide a real multi-dimensional experience. They analyse and upconvert audio to 5.1.2ch surround sound, creating a true 3D soundscape.

XR Picture

Contrast. Unsurpassed.

Pure blacks bring out extraordinary detail and depth. With Cognitive Processor XR™, the expressive power of QD-OLED is maximised.

Incomparable colours. Phenomenally vibrant.

See fresh, bright colours and pure blacks. The Cognitive Processor XR™ maximises the expressive power of QD-OLED, filling scenes with unprecedented realism.

Creating a more realistic, immersive soundscape, just like you hear in real life

More vivid colours and realistic textures at all brightness levels than conventional TV

Less noise. Less blur. More clarity in every picture.

XR Clear Image reduces noise utlilising zone division and dynamic frame analysis, and minimises blur.

Noise is reduced, making broadcast and online videos much clearer and easier to view

Blur is minimised so action stays smooth

XR Sound

Screen speaker,
sounds cinematic

As the story unfolds before your eyes, you’ll hear a sound track that precisely matches the action. Exactly like in the cinema.

Where there's action, there's sound

With Acoustic Surface Audio +™, sound comes directly from the right place in the scene. Far more immersive than conventional TVs where sound comes from beneath the screen.

BRAVIA and Sony Audio, the dream team

Take entertainment further by pairing your BRAVIA XR™ TV with Sony audio equipment. You’ll discover an unmatched audio-visual experience with outstanding XR picture and sound quality.

XR Gaming

Jaw-dropping graphics. Immersive soundscapes. Game on.

Be right at the heart of the action with BRAVIA XR™. Awe-inspiring scenes, atmospheric sound and exclusive new features bring your go-to games to life like never before.

Various features in HDMI 2.1

With 4K/120fps, a Variable Refresh Rate and Auto Low Latency Mode, the TVs give you smooth and clear movement for responsive gameplay.

XR Smart Features

What you want to watch all in one place

Browse 700,000+ movies and TV episodes from across your streaming services, all in one place and organised into topics and genres based on what interests you.

Over 10,000 apps and games, straight to your TV

Designed with Eco-friendly features

BRAVIA™ combines high picture and sound quality and also cares about with initiatives that helping to reduce environmental impact, such as enabling the user to reduce using low energy consumption with the new ECO Dashboard TV App, reducing overall virgin plastic use of the TV chassis by approximately 60% and cutting package size by 15% and total weight by 12%.

One Slate. Truly minimalist. Totally immersive.

Our minimalist One Slate design fuses screen and bezel into a single slate, minimising noise and maximising your viewing experience. The rear of the aluminium stand vanishes from view when seen from an angle.