- Advertisement -
Home News Sony's 2021 TVs are here and we spoke to the man behind...

Sony’s 2021 TVs are here and we spoke to the man behind them

- Advertisement -

(CNN) —  

Sony unveiled its 2021 line of Bravia TVs and, like previous generations, the new line is all about image quality. Rather than adopting the latest fad in display technology, Sony has long been a believer in creators’ intent — keeping the visuals accurate, never adding wild amounts of saturation or upscaling that ends up creating extra noise on the screen.

While sticking to that calling card but still trying to push the envelope a bit, the selling point of the 2021 Bravia family, according to Sony, is that it’s the “world’s first TV with cognitive intelligence.” In layman’s terms: These TVs go beyond just enhancing and upscaling content, but can now identify a focal point in the shot.

To get the ins and outs of the new line, we spoke with Kazuo Kii, who’s in charge of Sony’s consumer and commercial TV business as the company’s representative director and executive deputy president. In an exclusive chat, we covered what the cognitive focus means for you, the user, and what Sony is doing to present a killer visual.

As we mentioned, Sony is known for re-creating content with a hyper level of accuracy and realism that’s closely aligned with content creators’ vision. For 2021, it’s upping the ante with cognitive intelligence. “We are bringing our new XR Engine to five series, including 8K and OLED,” Kii says. “We are focusing on how to reproduce picture content with good analysis.” That’s a first, as Sony generally saves its latest processor for the higher-end models.

So no matter which TV you opt for in the 2021 Bravia family, you’re getting the most realistic re-creation of visuals. While the philosophy isn’t changing, how Sony is going about it is. “We are analyzing the object in a frame — each object can be analyzed by color, contrast, texture, et cetera,” Kii says. Take, for instance, a frame of a family on a beach at sunset. Rather than just focusing on the blaring sunset, the XR Processor can work to ensure the family is in focus as well. In other words, every object in each shot is produced cleanly.

The XR Processor doesn’t eliminate any previous upscaling or improvement methods, but rather adds a uniquely human layer. Through the power of artificial intelligence, Sony identifies what we humans will be drawn to first. In effect, these TVs analyze the tendency of the user. To put it into perspective, Kii used our discussion as an example: “While we’re having this conversation, our natural tendency is to look at each other’s faces and focus on human expressions. [The processor] can identify the area of user focus, and focus the reproduction on that area especially.” If it works, it should be a more immersive picture for whoever is watching — focusing on clarity and color reproduction on our respective faces.

The XR Processor, still in real time, now analyzes the frame and identifies the focal points in a quick fashion. During a demo of the tech, via a histogram, we could see it map out a human face in the foreground with a background behind it. It definitely has enough power to handle the task in real time and speaks to improvements on the CPU side, but we’ll have to test it in person closer to launch to see the real impact.

We asked Kii to explain Sony’s choice of panel further. As we noted above, brands like Samsung and TCL are pushing forward with another panel of choice: QLED with mini LED technology. On the subject, Kii was quick to note that their team is not so focused on the particular technology but rather what delivers the best experience for the user. “If I can bring a better experience, I’m happy to change the panel type. And that’s why we never stop the investigation of new devices,” says Kii, who also states that there are no current plans for QLED or mini LED TVs. It’s clear that he and his team aren’t focused on rushing into a new fad in panel technology.

The focus is on what the Cognitive Processor XR can do to aid and improve the picture quality. Yes, for 2021, the feature of emphasis is the extra analysis, but it does a whole lot more. It can also handle content upscaling — turning compressed visuals into 720p, 1080p, 4K and even 8K in order to make the content you’re streaming from Netflix or Hulu look its absolute best. Same goes for your home movies. Kii notes that the processor will pull a hefty amount of weight when taking the visuals from 4K to 8K, like on the Master Series Z9J. But since this processor is found in all Sony 2021 TVs, it will also work on the A80J OLED (the successor to our luxury TV pick) and the massive 100-inch X92.

All 16 of these models feature Sony’s flagship Cognitive XR Processor. But it remains to be seen how affordable these are. The 2021 line starts with the X90J (50-inch, 55-inch, 65-inch and 75-inch) with a 4K Full-Array LED panel. It’s an entry-level 4K LED TV with plenty of features. The next step up, the X92, is a massive 100-inch 4K LED model. Sony is still keeping a higher 4K LED option in the mix with the X95J. And at the very top of the lineup is the Master Series Z9J, a 75-inch and 85-inch 8K LED that’s set to deliver the best picture from Sony.

For OLEDs in 2021, there’s the A80J and the Master Series A90J. Both of these stay true to OLED by offering incredible dark contrast points and vibrant pictures. What’s really exciting, however, is the improvement to brightness in the A90J, which should allow for higher peak brightness. We didn’t see a major impact on the 2020 A8H, our pick for best luxury TV, but OLEDs have darker panels. With this panel type, it creates an image on a pixel-by-pixel basis, and it generally cannot get as bright as an LED TV. In return, a standard LED can’t replicate the darker or black colors.

Sony isn’t sharing pricing or availability just yet for any 2021 models. We do expect these to launch in the United States in the coming months, closer to the spring.

In addition to the XR processor inside every model, Sony is leveling the playing field with features. All will support HDMI 2.1 in some capacity — greatly benefiting the experience of next-gen gaming on these TVs. The differences will come in the number of HDMI ports that support the latest standard.

The Cognitive Processor is pulling some extra weight with sound, and our discussion with Kazuo Kii made clear that it all ties back to deeper immersion in the content. Like Samsung, Sony will be aligning sound in space with where the sound is coming from on-screen. Safe to say we’re eager to try this and see if it truly delivers more value. We generally recommend a TV purchase be paired with a soundbar, but Sony is trying to change that.

The really big news is a switch from Android TV to Google TV for the smart interface. All of Sony’s 2021 Bravia TVs will run Google TV, the same software we fell in love with on the new Chromecast in late 2020. It gives you easy access to content and the Google Assistant at a moment’s notice. Most importantly, you get access to nearly every major streaming service out there. And that reduces the need to buy an external streaming box. Notably, these are the first TVs globally to feature Google TV built in.

As always, Sony’s not locking you into a platform. These TVs all support Apple’s AirPlay 2 and HomeKit, Amazon’s Alexa and the Google Assistant. “I don’t want to force a system on users. Users already know their preferred system, and we support that,” Kii says. It’s a platform-agnostic approach and one that we’d like to see adopted on all TVs. Essentially, you don’t need to switch your platform or services of choice to get a Sony TV.

Summing up the 2021 line, Kii says, “I want to bring our users the best performance and the best experience.” And to do that, they brought the Cognitive Processor XR to the entire line. 8K? Check. OLED? Check. 4K LED? You guessed it — check. That’s a big value and offers a level of equality across the 2021 Bravia family.


- Advertisement -
- Advertisement -

Stay Connected


Must Read

Depression Video Center

If you’re struggling with depression, know this: you’re not alone. Learn from the experiences of those who have been there and came out the...
- Advertisement -

US announces travel restrictions over new Covid-19 variant

A healthcare worker administers the Johnson and Johnson vaccine to a woman outside a polling station at the Kopanong Hall in Soweto, on November...

Related News

Depression Video Center

If you’re struggling with depression, know this: you’re not alone. Learn from the experiences of those who have been there and came out the...

US announces travel restrictions over new Covid-19 variant

A healthcare worker administers the Johnson and Johnson vaccine to a woman outside a polling station at the Kopanong Hall in Soweto, on November...
- Advertisement -


  1. I discovered your weblog website on google and examine a couple of of your early posts. Continue to keep up the superb operate. I simply additional up your RSS feed to my MSN News Reader. Looking for ahead to reading extra from you later on!…

  2. It is appropriate time to make some plans for the future and it is time to be happy. I’ve read this post and if I could I want to suggest you few interesting things or suggestions. Maybe you can write next articles referring to this article. I want to read more things about it!

  3. [url=https://cicialis.com/]75 mg cialis[/url] [url=https://onlinenorx.com/]plaquenil for psoriatic arthritis[/url] [url=https://pharmacyrite.com/]online pharmacy europe[/url] [url=https://sildenafilsale.com/]citrate sildenafil[/url] [url=https://cialisrf.com/]cialis 5mg nz[/url] [url=https://prednisolonesale.com/]prednisolone for sale in uk[/url] [url=https://cialisvtab.com/]cialis generic price comparison[/url]

  4. oral hydroxychloroquine lice

    Sony’s 2021 TVs are here and we spoke to the man behind them | Personfinance.com

  5. Excellent web site. Lots of useful information here. I am sending it to a few friends ans additionally sharing in delicious. And of course, thanks for your sweat!

  6. 835774 989391I simply could not go away your site prior to suggesting that I really enjoyed the standard info an individual supply to your visitors? Is gonna be once again continuously to be able to check out new posts 708733

  7. You made a number of good points there. I did a search on the subject matter and found nearly all people will consent with your blog.

  8. I feel you’re on the right track with your blog post. You’ve got a considerable amount of interesting material that new viewers will appreciate.

  9. Currently it seems like Drupal is the top blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?

  10. What i don’t realize is actually how you are not actually much more well-liked than you may be right now. You’re so intelligent. You realize thus considerably relating to this subject, produced me personally consider it from a lot of varied angles. Its like women and men aren’t fascinated unless it is one thing to do with Lady gaga! Your own stuffs nice. Always maintain it up!

  11. whoah this blog is wonderful i love reading your posts. Keep up the good work! You know, many people are looking around for this info, you could aid them greatly.

  12. wonderful post, very informative. I wonder why the other specialists of this sector don’t notice this. You must continue your writing. I am confident, you have a great readers’ base already!

  13. It is in reality a great and helpful piece of info. I am satisfied that you simply shared this helpful info with us. Please stay us up to date like this. Thank you for sharing.

  14. Wow, incredible weblog structure! How lengthy have you been blogging for? you made running a blog glance easy. The whole look of your website is fantastic, as well as the content material hitman

  15. I truly appreciate this post. I have been looking everywhere for something like this! Thank goodness I found it on Bing. You’ve made my day! Thx again! soyos

  16. Currently it looks like Expression Engine is the top blogging platform out there right now. (from what I’ve read) Is that what you’re using on your blog?

  17. I write sometimes and also I very seriously appreciate your content. This good information has truly actually peaked my interest. I am mosting likely to book mark your website and keep checking for all new data with regards to once a week. I opted in for your RSS feed likewise.

  18. Your blog has interesting content. I believe you must write even more as well as you will certainly obtain even more followers. Keep writing.

  19. Incredible! This blog looks just like my old one! It’s on a totally different subject but it has pretty much the same layout and design. Excellent choice of colors!

  20. I journal frequently as well as I really respect your material. This terrific post has absolutely peaked my curiosity. I am likely going to book mark your online site and also keep checking for brand-new info relating to once a week. I opted in for your RSS feed additionally.

  21. I write commonly and I honestly cherish your material. This fabulous guide has seriously actually peaked my interest. I am mosting likely to book mark your web page and keep checking for brand-new information pertaining to once a week. I opted in for your RSS feed also.

  22. Howdy, i read your blog from time to time and i own a similar one and i was just curious if you get a lot of spam feedback? If so how do you protect against it, any plugin or anything you can advise? I get so much lately it’s driving me mad so any assistance is very much appreciated.

  23. I’ve been browsing online greater than 3 hours today, yet I never found any attention-grabbing article like yours. It is beautiful worth sufficient for me. In my view, if all webmasters and bloggers made good content material as you probably did, the web might be a lot more useful than ever before.

  24. My spouse and I stumbled over here coming from a different website and thought I should check things out. I like what I see so i am just following you. Look forward to going over your web page for a second time.

  25. We absolutely love your blog and find nearly all of your post’s to be what precisely I’m looking for. Would you offer guest writers to write content for you? I wouldn’t mind writing a post or elaborating on many of the subjects you write with regards to here. Again, awesome web log!

  26. Have you ever thought about writing an ebook or guest authoring on other websites? I have a blog based on the same information you discuss and would love to have you share some stories/information. I know my viewers would value your work. If you’re even remotely interested, feel free to shoot me an e mail.

  27. Howdy would you mind sharing which blog platform you’re using? I’m planning to start my own blog soon but I’m having a tough time making a decision between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different then most blogs and I’m looking for something completely unique. P.S Apologies for being off-topic but I had to ask!

  28. You could definitely see your skills in the work you write. The world hopes for even more passionate writers like you who aren’t afraid to say how they believe. Always follow your heart.

  29. Thank you for the good writeup. It in fact was a amusement account it. Look advanced to far added agreeable from you! By the way, how could we communicate?

  30. We are a group of volunteers and starting a new scheme in our community. Your site offered us with valuable information to work on. You have done a formidable job and our entire community will be grateful to you.

  31. When I originally commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment is added I get three emails with the same comment. Is there any way you can remove people from that service? Cheers!

  32. I really like your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you? Plz answer back as I’m looking to create my own blog and would like to find out where u got this from. thanks

  33. I love your blog.. very nice colors & theme. Did you design this website yourself or did you hire someone to do it for you? Plz answer back as I’m looking to design my own blog and would like to know where u got this from. appreciate it

  34. Hello there! This post couldn’t be written any better! Reading this post reminds me of my old room mate! He always kept chatting about this. I will forward this article to him. Pretty sure he will have a good read. Thank you for sharing!

  35. Im not that much of a internet reader to be honest but your sites really nice, keep it up! I’ll go ahead and bookmark your website to come back in the future. Many thanks

  36. Hmm it seems like your site ate my first comment (it was super long) so I guess I’ll just sum it up what I had written and say, I’m thoroughly enjoying your blog. I as well am an aspiring blog writer but I’m still new to the whole thing. Do you have any tips for rookie blog writers? I’d genuinely appreciate it.

  37. My developer is trying to convince me to move to .net from PHP. I have always disliked the idea because of the costs. But he’s tryiong none the less. I’ve been using Movable-type on numerous websites for about a year and am worried about switching to another platform. I have heard great things about blogengine.net. Is there a way I can import all my wordpress posts into it? Any kind of help would be greatly appreciated!

  38. Incredible! This blog looks exactly like my old one! It’s on a completely different topic but it has pretty much the same page layout and design. Great choice of colors!

  39. Amazing blog! Is your theme custom made or did you download it from somewhere? A design like yours with a few simple tweeks would really make my blog jump out. Please let me know where you got your design. Bless you

  40. Really Appreciate this update, can you make it so I get an update sent in an email when you publish a fresh article?


Please enter your comment!
Please enter your name here