Real-life picture with enhanced contrast

Enjoy your entertainment like never before on this ultra bright 4K¹² HDR TV, delivering exceptional color and contrast with our Full Array LED, powered by Cognitive Processor XR™.

Next generation picture and sound with Cognitive Intelligence

Take vision and sound to the next level with Cognitive Processor XR™. Our revolutionary processor on Sony BRAVIA XR™ TVs reproduces content the way humans see and hear for an incredibly lifelike experience. It understands how the human eye focuses, cross analyzing images to give real life depth, extraordinary contrast and beautifully vivid colors.

Full Array contrast with lifelike depth

Our Full Array LED, powered by Cognitive Processor XR™, controls the backlight in zones to reproduce realistic contrast in bright and dark areas simultaneously. The intelligent processor sees the world as you do, enhancing pictures with real life color and depth.

Hands-free help from Google

With hands-free voice control built into Google TV, you can set aside your remote and simply use your voice to control your TV. Ask Google to find a specific title, search by genre, and get personalized recommendations on what to watch by saying, "Hey Google, what should I watch?". Even get answers on screen, control smart home devices, and more.

Renew, recycle and reduce, designed for the environment

Our BRAVIA XR TVs are designed for immersive experiences with the environment in mind. We are committed to using less virgin plastic in our TVs and packaging. The X90K uses recycled plastics in its bezel. Our unique backlight control technologies, BRAVIA CAM and sensors not only deliver high picture quality but also reduce power consumption.

A wide color spectrum for real-world shades and hues

Powered by Cognitive Processor XR™, our Full Array LED panel with unique new LED structure and XR Triluminos Pro enables X90K to access over a billion colors and reproduce each one with the subtle differences seen in the real world. It can detect color from saturation, hue and brightness to deliver natural shades in every detail, especially in greens and reds.

Enjoy more depth with deep blacks and extra brightness

Our Cognitive Processor XR™ enhances pictures in the same way as your eyes focus for real life color and depth. By precisely balancing light output across the screen, dimming some areas and boosting others, XR Contrast Booster adjusts brightness for higher peaks in glare and deeper blacks in shadow. Scenes look more real with extra depth and detail.

• General Information
• • Manufacturer
  • Sony Corporation
  • Manufacturer Website Address
  • http://www.sony.com
  • Brand Name
  • Sony
  • Product Line
  • BRAVIA XR
  • Product Series
  • X90K
  • Product Type
  • Smart LED-LCD TV