Now it's the turn of Sony to show off its next generation of televisions which come with a clever feature that's never been seen before. The flagship range of tellies will be powered by Sony's new Cognitive Processor XR which the Japanese firm boasts will allow its TVs to replicate the way humans see and hear.
Whilst most TVs can detect and analyse certain elements, such as colour and contrast individually, the Cognitive Processor XR can cross-analyse an array of elements all at once, just as our brains do. Sony says this intelligent technology will mean that content will always look its best with a more lifelike picture appearing on the screen.
There's another bonus to this processor as it's also able to analyse sound position as well. This means the audio will match the exact placement on the screen making things feel far more immersive.
READ MORE: Xbox Series X getting a new controller? Microsoft could pinch the PS5's greatest feature
“Sony’s intent is to constantly innovate in the TV technology to offer the most immersive viewing experience possible’, said Masaomi Ando, head of Sony Europe’s TV business unit. ‘The new BRAVIA XR TVs convey reality better than ever, thanks to the processing power of the world’s first cognitive processor, which goes beyond conventional AI.”
Of course, that's not the only advancement with the latest Sony televisions.
Another bonus extra coming to these televisions is BRAVIA CORE. This service has been created in conjunction with Sony Pictures Entertainment and will offer TV owners an array of experiences plus premium and classic movies from the firm's huge library. This is also the first in the industry to feature Pure Stream which helps achieve a near-lossless image when watching via the web with Sony saying it can look better than viewing content on a Blu-Ray disc.
When users switch on these new TVs for the first time they'll also be treated to the latest Google TV software. This upgrade will allow consumers to find content more easily and keep track of their favourite shows via a single watchlist along with viewing live TV and subscription services such as Netflix and Disney+
You'll also find improved voice search, simple connection to Apple devices via AirPlay and X-Anti Reflection technology which minimises reflection for a distraction-free viewing experience.
If you've ever been annoyed by the stand your new TV arrives with, then Sony hopes to solve your woes. The design of these next-gen sets means the stand can be placed in numerous positions to suit different furniture and soundbars.
Other treats include a specific Netflix Calibrated Mode, full smart speaker compatibility and Ambient Optimisation which tweaks the picture and sound quality to suit different environments.
Here are some of the modes launching this year from Sony:
MASTER Series A90J (83”, 65” and 55” models) OLED TV
A80J (77”, 65” and 55” models) OLED TV
X95J (85”, 75” and 65” models) 4K LED TV
X90J (75”, 65”, 55” and 50” models) 4K LED TV
Written by David Minister
Accessibility - /10
Usability - /10
HD Quality streaming - /10
Application support - /10