Japanese multinational conglomerate Sony on Monday announced the launch of new BRAVIA XR X90K series TV in India, which powered by the next-generation Cognitive processor XR. 

COMMERCIAL BREAK
SCROLL TO CONTINUE READING

According to the company, the XR-55X90K model is priced at Rs 129,990 and the XR-65X90K is available at Rs 179,990. The new TV models are available across all Sony Centers, major electronic stores and e-commerce portals in India.

"The newly launched series takes vision and sound to the next level with the ingenious Cognitive Processor XR that thinks like a human brain offering a complete immersion in an experience that thrills and moves you and feels just like the world around us," the company said in a statement.

"In addition to best-in-class, ultra-realistic picture quality, full of lifelike contrast, the new Cognitive Processor XR also offers incredible sound with Sound-from-Picture Reality," it added.

The company said that users can transform their gaming experience with a dedicated game mode with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR) Auto Low Latency Mode (ALLM) and e-ARC.

The BRAVIA X90K series has multiple zones of LEDs that light up independently, allowing to adjust and create contrast by making light areas lighter and dark areas darker with greater depth, textures. The XR Cognitive Processor combined with the Full Array LED panel creates a realistic picture quality full of lifelike contrast.

There’s support for Bravia cam as well. BRAVIA TV with BRAVIA CAM, sold separately, can recognise where you are in the room and how far you are from the TV, then adjusts sound and picture settings so they’re just right. You can also enjoy an array of fun new TV experiences with BRAVIA CAM including Gesture control, proximity alert, power saving, optimization, video chat and much more, says Sony.