Sony XR-98X90L
98" 4K UHD LED TV

Vibrant contrast. Vivid colours.

Sony's amazing 4K Full Array LED TV powered by Cognitive Processor XR™ delivers realistic depth and intense contrast. A newly designed local dimming structure brings scenes vividly to life. What you hear matches what you see.

Amazing brightness. Piercing contrast.

Vivid. Bright. Crisp. See breathtakingly beautiful pictures full of realistic depth on the Full Array LED screen powered by Cognitive Processor XR™.

BRAVIA 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.

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

XR Picture

Crisp and bright, enhanced Full Array LED

Lose yourself in pictures full of amazing contrast and real-life depth. A newly designed local dimming structure powered by Cognitive Processor XR™ brings scenes vividly to life.

Extended colour volume, now see every shade and hue

Over a billion colours reproduced with the subtle differences seen in the real world. Powered by Cognitive Processor XR™, the Full Array LED with XR Triluminos Pro™ delivers natural shades in every detail.

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

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

BRAVIA Cam

XR Sound

Synchronised. Sound and picture harmony.

Hear sound straight from the screen, perfectly matching the action. Cognitive Processor XR™ turns any sound immersive with more precise sound position.

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.

BRAVIA Cam

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, Sony TVs give you smooth and clear movement for responsive gameplay.

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. Minimalist. Immersive.

Our minimalist One Slate design fuses screen and bezel into a single slate, minimising noise and maximising your viewing experience. Seamless Edge, available for the first time in this class of BRAVIA™, gives the TV an extremely slim, sophisticated look.