Our BRAVIA XR™ TV takes vision and sound to the next level with the ingenious Cognitive Processor XR. It understands how humans see and hear, providing a whole new experience that immerses you completely in the scene.

Extraordinary OLED pictures, as perceived by the human eye

Turn any sound into a truly immersive experience

Use your voice to quickly find what you want to watch. Find a specific title just by saying it. Or search more broadly for commendations by saying “show me sci-fi adventure TV shows.

Our BRAVIA XR TVs are not only designed to be stylish but also with the environment in mind. Up to 40% of sustainable material is used in the rear covers of our large screen models.

Feel more depth and texture with pure blacks and dazzling light

Our Cognitive Processor XR cross analyses data, enhancing pictures in the same way that the human eye focuses for more realistic colour and depth. With XR OLED Contrast, brightness is adjusted for higher peaks in glare and deeper blacks in shadow – no more details overwhelmed by shadow or lost in blown-out highlights.

See colours that are natural and beautiful to the human eye. The Cognitive Processor XR enables our unique display to access a wider palette and reproduce each colour with the subtle differences seen in the real world. With extended hue and saturation, vivid shades and realistic texture can be seen in the flowers. Even pale colours look realistic.

Recreating lost texture, the intelligent way

Whatever the content or source, you’ll enjoy entertainment close to 4K⁸ resolution with XR 4K Upscaling. Our Cognitive Processor XR accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures. See details such as naturally defined animal fur and sharply outlined rock.⁹

Watching sports and fast-moving movies just got a whole lot better. Our Cognitive Processor XR with XR Motion Clarity™ cross analyses data to ensure action stays smooth, bright and clear.