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Sony’s Bravia LED TVs with “cognitive intelligence” start at $ 1,299

Sony’s latest trick for Bravia TVs is something called “cognitive intelligence”, which can enhance parts of the image depending on what’s going on. The first 4K TVs to launch with the technology were high-end OLED models, but these started at $ 2999 and went up there. Now Sony has introduced its first LED models with Cognitive Processor XR and they are at much more reasonable prices.

The X90J is the best OLED model and is available in 50-, 55- and 65-inch sizes at 1299, 1499 and 1799 dollars respectively. They offer the XR cognitive processor, although cinephiles will probably want to turn it off to see the content as the creators intended. They also supply 10-bit (billions) color and full LEDs, although Sony has not specified the number of zones.

Naturally, they have HDR support for HDR1

0, HLG and Dolby Vision and offer HDMI 2.1 ports that allow 10-bit 4K at up to 120Hz for a superb gaming experience. All kits feature Google TV for Netflix, Disney + and other streaming content, along with Sony’s own Bravia Core streaming service, which promises 4K at up to 80 Mbps. This allows for “almost lossless” quality, comparable to 4K Blu-ray discs, according to Sony.

Sony's Bravia LED TVs with


Sony also introduced the budget-oriented X80J range (above), with 43- and 50-inch models for $ 749 and $ 849, respectively. These kits lack cognitive intelligence, full array dimming, and other features, but still give you Google TV and 4K zoom. All new kits are now pre-sold by B&H Photo Video and other authorized dealers, although Sony did not specify when they will be shipped.

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