When someone asks us what TV they should buy for their homes, we always go back to Sony. We are big fans of Sony’s TV line-up and that is no secret too. We do think that they have been consistently making great TVs for a long time now. When you get a Sony TV as well, you get a sort of assurance that it will at least work properly with your Sony PlayStation 5; they are made by the same manufacturer, after all.

The BRAVIA series from Sony has also proven itself to be some of the best TVs in the world. While some of their TVs are based on older LED technology, the BRAVIA TVs still offer one of the best, if not the best, image contrasts and colour accurate images in the industry. Comparatively as well, BRAVIA TVs are more reasonably priced than some of its competitors.

Sony has just announced a new BRAVIA series with a very small difference that makes a lot of difference in how you experience TV in 2021. They have introduced the BRAVIA XR with a new processor, the Cognitive Processor XR. Yes, it is just a new processor to the TV.

As its name suggest, the new processor is a more intelligent processor Sony produces for the BRAVIA XR TVs. As with any modern processors in the market for any electronics items, it is also an Artificial Intelligence (AI) equipped chip. Sony claims that it is not conventional AI that they use here though.

They call it cognitive intelligence, and it does kind of work to work with our cognitive behaviour when we watch the TV. Sony says that the processor is designed to replicate the ways we see and hear, like replicating focal points on the TV screen anyway; at least they are attempting to. In some sense, the processor is not attempting to create better, more vibrant, and upscaled image. Instead, they are trying to make images look more natural to our eyes.

The processor divides the display panel into zones to detect focal points in a picture. It still works like conventional AI where colours, contrasts, and details are refined. It does a bit more than just analysing and refining the general elements though. When it finds the focal points of each frame it automatically enhances its elements to the best it can be alongside the other parts of the image. The result of that is a more natural looking image that is almost lifelike, at least according to Sony.

The processor also tampers a little bit with audio and its signal positions. The processor will identify the images, analyse sound positions and correctly places them through the speakers. The processor also converts the audio signal into proper 3D surround sound for an immersive experience without you spending extra on sound bar or a separate sound system. All-in-all, the Sony BRAVIA XR with Cognitive Processor XR is meant to really elevate your TV experience with little tweaks that matter.

With the introduction of the new Cognitive Processor XR too, the BRAVIA TVs get some new features. For one, Google TV is now available on Android TV. All BRAVIA XR TVs also get HDMI 2.1 and e-ARC compatibility for 4K 120fps support, beneficial for modern console gaming. The new BRAVIA XR TVs will also add additional support for smart speakers like Google Nest Speakers so you can control your TV with smart speakers too. On top of all of that, the TVs will also come with Netflix Calibrated Mode for studio like Netflix experience on Sony BRAVIA XR TVs.

For now, the Cognitive Processor XR will be available in five models in Malaysia. The Sony BRAVIA XR XR-65A90J OLED TV (65-inch, MYR 17,999), XR-65A80J OLED TV (65-inch, MYR 14,999), XR-55A80J OLED TV (55-inch, MYR 9,199), XR-65X90J Full Array LED TV (65-inch, MYR 7,599), and XR-55X90J Full Array LED TV (55-inch, MYR 5,399) are all available in Malaysia. There will be an 8K XR-85Z9J, OLED XR-77A80J, Full Array LED XR-75X90J coming soon into Malaysia. For more information on the Sony BRAVIA XR TVs, you can head over to Sony’s website.