Sony BRAVIA X90J 55-inch Cognitive Intelligence television launched in India

Sony, a leader in global TV industry, has announced the launch of their next generation BRAVIA X90J Smart TV in India. It features their newly-designed “XR Cognitive Processor”, Full array LED backlight panel, XR Contrast Booster, and more.

According to Sony, the XR Cognitive Processor enables the BRAVIA X90J to “thinks like the human brain and understands how humans see and hear”. It does this by dividing screen into numerous zones and detecting where the “focal point” is in the picture, then analyzing the various elements in the picture and adjusting them for the best outcome. 

The processor works with various other various other display technologies such as Full Array LED panel and XR Contrast Booster for vibrant colours and contrast, XR TRILUMINOS Pro 3D colour algorithms for extended hue and saturation, and XR Motion Clarity technology for a smooth and blur free picture.

It comes with various audio technologies too such as XR Surround, 3D Surround upscaling and Acoustic Multi-Audio, enabling true surround sound capabilities. With HDMI 2.1., the TV supports up to 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC.

The Sony Bravia XR-55X90J will be available in stores today across India for a price of 139,990. Sony is expected to launch 65-inch and 75-inch models in the X90J series later in the year.