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Sony Electronics Announces New BRAVIA XR 8K LED, 4K OLED and 4K LED Models with New “Cognitive Processor XR”

Innovative new processor mimics human brain to deliver a never-before-seen immersive viewing experience

Sony Electronics today announced the new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED, X95J and X90J 4K LED televisions.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the BRAVIA TV’s use a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear. When we see objects, we unconsciously focus on certain points. Cognitive Processor XR, powered by cognitive intelligence, knows where that focal point is by dividing the screen into numerous zones and detecting where the “focal point” is in the picture. While conventional Artificial Intelligence (AI) can only detect and analyse picture elements like colour, contrast and detail individually, the new processor can cross-analyse an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best final outcome, in conjunction with each other, so everything is synchronised and lifelike – something that conventional AI cannot achieve.

Cognitive Processor XR can also analyse sound position in the signal  so the sound matches precisely with what’s on the screen. In addition, it upconverts any sound to 3D surround sound, to deliver supreme 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.

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