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Sony’s Bravia TV with ‘Cognitive Intelligence’ starts at $ 1,299

Sony’s latest trick for Bravia TV is something called “cognitive intelligence” that can enhance parts of a picture depending on what’s going on. The first 4K TVs it released with the technology were advanced OLED models, but they started at $ 2,999 and went up from there. Now Sony has unveiled its first LED models with the XR cognitive processor and they are much more affordable.

The X90J is the leading OLED model and is available in 50-, 55- and 65-inch sizes at $ 1,299, $ 1,499 and $ 1,799, respectively. These offer the cognitive processor XR, though cinephiles are likely to turn it off to see the content that the creators intended. They also deliver 10-bit (billion) color and full array LEDs, though Sony did not specify the number of zones.

Of course, 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 superior gaming experience. All sets 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. It allows for “almost lossless” quality comparable to 4K Blu-ray discs, according to Sony.

Sony's Bravia TV with 'Cognitive Intelligence' starts at $ 1,299


Sony also unveiled the budget-oriented X80J lineup (above) with 43- and 50-inch models for $ 749 and $ 849, respectively. These sets lack the cognitive intelligence features, full-array attenuation and other features, but still give you Google TV and 4K upscaling. All of the new sets are now on sale at B&H Photo Video and other authorized resellers, although Sony did not specify exactly when they would ship.

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