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BRAVIA XR X90J

Driven by human intelligence, defined by 4K contrast

See how real your entertainment becomes when you pair the extreme contrast of a Full Array LED panel with the power of our revolutionary Cognitive Processor XR™.

TELEVISIONS

X90J | BRAVIA XR | Full Array LED | 4K Ultra HD | High Dynamic Range (HDR) | Smart TV (Google TV)

X90J Series
Picture of X90J | BRAVIA XR | Full Array LED | 4K Ultra HD | High Dynamic Range (HDR) | Smart TV (Google TV)

Prices starting at:

RRP

£1,249.00

(incl. VAT)

126 cm (50")

XR-50X90J

RRP

£1,249.00

(incl. VAT)

139 cm (55")

XR-55X90J

RRP

£1,399.00

(incl. VAT)

164 cm (65")

XR-65X90J

RRP

£1,799.00

(incl. VAT)

189 cm (75”)

XR-75X90J

RRP

£2,599.00

(incl. VAT)

Be the first to hear about all the exciting technology behind the new BRAVIA TVs, plus all pre-order and instore announcements. 

Award Winner
World’s first cognitive intelligence TV

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.

Precise 4K pictures, as perceived by the human eye

Enjoy pictures that feel deep, natural and real. Our revolutionary processor uses human perspective analysis to cross analyse and optimise hundreds of thousands of elements in the blink of an eye. Combined with our Full Array LED panel, this technology creates ultra realistic pictures full of lifelike contrast.

Turn any sound into a truly immersive experience

Advanced speaker technology with our Cognitive Processor XR turns any sound source into an immersive sound experience. Hear sound more clearly and accurately, whatever you’re watching. Enjoy your entertainment in a whole new way with sound and picture in perfect harmony.

Watch what you love, control it with your voice

Your TV is now more helpful than ever. Use your voice remote to easily find your favorite movies, shows, and music. Ask Google to find a specific title, search by genre, or get personalized recommendations on what to watch by saying, "what should I watch?". Even get answers on screen, control smart home devices, and more.

Bring the cinematic experience home, enjoy movies included with BRAVIA XR

5 Movies to redeem, 12 Months unlimited streaming.*

Terms & Conditions Apply. * Bloodshot only available to redeem.

Perfect for PlayStation®5
Recycle. Renew. Reduce.

Our BRAVIA XR TVs are not only designed to be stylish but also with the environment in mind. Up to 30% of sustainable material is used in the frame of this TV and our unique recyclable plastic SORPLAS™ with an industry-leading recycle rate of 89% is used in its components.

X90J A90J A80J X95J
X90J A90J A80J / A84J X95J
Display Type

BRAVIA XR Full Array LED

Ingenious 4K pictures, as perceived by the human eye.
With XR Contrast Booster bright areas are brighter and dark areas darker, so no more details overwhelmed by shadow or lost in blown-out highlights.

BRAVIA XR OLED

Our best ever OLED with the ultimate contrast and powerful human cognitive technology.
Feel real life depth with ultimate blacks and our brightest ever OLED pictures with XR OLED Contrast Pro.

BRAVIA XR OLED

Extraordinary OLED pictures, as perceived by the human eye.
With XR OLED Contrast colour and contrast are boosted in bright areas so you can enjoy exceptional levels of pure black contrast and peak brightness.

BRAVIA XR Full Array LED

Ingenious 4K pictures, as perceived by the human eye.
With XR Contrast Booster bright areas are brighter and dark areas darker, so no more details overwhelmed by shadow or lost in blown-out highlights. Enjoy beautiful pictures from any angle with X-Wide Angle.

Picture Processor

Cognitive Processor XR™

Understands how humans see and hear for true immersion.

Cognitive Processor XR™

Understands how humans see and hear for true immersion.

Cognitive Processor XR™

Understands how humans see and hear for true immersion.

Cognitive Processor XR™

Understands how humans see and hear for true immersion.

Sound Technology

Acoustic Multi- Audio

Hear sound more clearly and accurately, whatever you’re watching.
Turns any sound source into an immersive sound experience with two Sound Positioning Tweeters located at the back of the TV and two full range X-balanced speakers.

Acoustic Surface Audio+

Turn any sound into great quality and immersive sound with screen that is the speaker.
Left and right subwoofers provide powerful bass, so you can enjoy truly immersive cinematic sound at home.

Acoustic Surface Audio+

Turn any sound into great quality and immersive sound with screen that is the speaker.
A front-facing subwoofer provides powerful bass and ensures you won't miss anything that's happening on screen.

Acoustic Multi- Audio

Simulating sound from the centre of the screen with two Sound Positioning Tweeters, two front facing speakers and an integrated subwoofer so sound follows action for a truly immersive experience.

Voice Control

Voice Search

Use Voice Search on your remote, find all your favourite content quickly.

Built in mic

Allows for hands free voice control. Just talk to the TV to find your favorite content and services.

Voice Search

Use Voice Search on your remote, find all your favourite content quickly.

Built in mic

Allows for hands free voice control. Just talk to the TV to find your favorite content and services.

Remote Control

Standard Voice Remote Control

Premium brushed aluminium backlit remote

Standard Voice Remote Control

Premium brushed aluminium backlit remote

Available Size

50", 55", 65", 75"

55", 65", 83"

55", 65", 77"

65", 75", 85"

Learn more about A90J Learn more about A80J Learn more about X95J
XR Picture
Detail of flowers showing subtle shades and hues in the petals
A wide palette of naturally beautiful colours

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.

Real life depth with deep blacks and intense brightness

Feel breathtaking contrast, just as in real life. Our Cognitive Processor XR cross analyses data, enhancing pictures in the same way that the human eye focuses for real life colour and depth. With XR Contrast Booster, bright areas are brighter and dark areas darker - no more details overwhelmed by shadow or lost in blown-out highlights.   

Images on screen showing extreme contrast and real life depth
Image of fox showing 4K clarity
Recreating lost texture, the intelligent way

Whatever the content or source, you'll enjoy entertainment close to 4K 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.

Intelligent motion processing for fast-moving, blur-free scenes

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.

Image of surfer showing blur-free detail in the wave
Discover picture technologies
 
XR Sound
Image of singer at a concert
Sound from the screen, perfectly matching action

For an audio experience that matches how we sense the world, XR Sound Position brings you the reality of sound behind the picture. With sound positioning tweeters on this BRAVIA XR Full Array LED TV, sound matches precisely with what’s on the screen for a truly immersive experience.

All your entertainment upscaled to 3D surround sound

With BRAVIA XR, everything you watch gets the true surround sound treatment. XR Surround creates surround sound from the sides and vertically so you can experience 3D audio without the need for in-ceiling or up-firing speakers.

Living room scene showing surround sound effect with XR Surround
Best with Sony audio

Paired with Sony audio equipment, our latest BRAVIA TVs bring you an immersive audio-visual experience with the outstanding XR picture and sound quality.

Man sitting on sofa experiencing 360 Spatial Sound using SRS-NS7 wearable speaker and WLA-NS7 wireless transmitter
Ready for 360 Spatial Sound Personalizer

Tailor your Dolby Atmos® experience in combination with SRS-NS7 and BRAVIA XR™ to enjoy 360 Spatial Sound. With selected Sony headphones, you can also enjoy 360 Spatial Sound using Wireless Transmitter WLA-NS7 (sold separately).

Woman in busy street scene showing how Voice Zoom 2 makes speech easier to hear
Voice Zoom™ 2 enhances voices for clearer dialogue

Hear TV dialogue more clearly without turning up the volume. Even if speech is difficult to hear, Voice Zoom 2 detects the type of voice, analyses it and enhances its clarity. 

Discover sound technologies
 
Smart TV Features
Living room scene showing how Google Assistant creates a smarter home
Easily control your smart home

Use your voice to control smart home devices throughout your home. Adjust lighting or control other connected devices.

Supersize your smartphone favourites

Quickly and easily enjoy your favourite videos, photos, games and more from your iOS or Android devices on the big screen.

Image showing content cast from smartphone to TV
Image showing how all connected devices can be controlled using one smart remote
Control all your devices with one smart remote

All your connected devices can be controlled with our smart commander. One button access to video on demand services brings shows and movies into your room in seconds.

Discover more smart features
 
Design
Beautiful minimalist design that maximises entertainment

Our minimalist design maximises the screen and minimises the bezel so you stay focused on what’s important - the picture. It’s a TV designed for immersive sound too, whether positioned on a stand or mounted on a wall.

Actual look may differ depending on TV size.

Drag
Image showing 2-way stand
Flexible premium stand, designed for any TV positioning

A versatile 2-way stand gives you the choice of a standard setting that focuses you on the picture or a narrow setting for smaller shelves.

Close-up image of Flush Surface design
Flush Surface for more immersive viewing

As the bezel is extremely narrow, your eyes naturally focus on the picture, not what's around it.

Close-up image of Slim Blade Stand
Slim Blade Stand, luxurious look and feel

Our slimline stand has been designed to perfectly match the TV and harmonise with your room and décor.

Supreme pictures and sound, whatever the environment

Sit back and enjoy an enthralling viewing experience. Our unique ambient optimisation technology with light sensor automatically adjusts picture and sound to your environment.

Enjoy studio quality entertainment, as the creator intended

With a range of technologies that preserve the creators intent including Netflix Calibrated Mode, IMAX Enhanced and Dolby Vision®, this TV reproduces all the drama and excitement of the director’s imagination. And as it’s Calman Ready, creators can even use it during production edits.

BRAVIA XR X95J

Step up to supreme natural contrast with our best 4K LCD

Feel the picture with real-life depth and contrast from XR Contrast 10 Booster. Enjoy beautiful pictures from any angle and powerful bass from an integrated subwoofer, all in a minimalist One slate design and Seamless Edge bezel.

Assistive Technology logo
Assistive Technology on Google TV

Our TVs include visual, hearing and mobility accessible technology.

Be the first to hear about all the exciting technology behind the new BRAVIA TVs, plus all pre-order and instore announcements. 

Specifications & Features

Entertainment becomes so immersive when you pair the extreme contrast of a Full Array LED panel with our revolutionary Cognitive Processor XR™.

Designed with the environment in mind

LEARN MORE ABOUT SONY AND THE ENVIRONMENT

Sony is committed not only to offering products, services and content that deliver exciting experiences but also to working towards our goal of a zero environmental footprint throughout our business activities.

Read more

ENVIRONMENTAL FEATURES IN THIS PRODUCT

  • Dynamic Backlight Control, or pixel-level lighting control, help improve energy efficiency by adjusting display brightness as picture content changes

  • Power Saving Mode helps save energy by adjusting the display brightness

  • Display Off Mode helps save energy by turning the picture display off without needing to put the TV into full stand-by mode, so audio can still be enjoyed

Reviews & Awards

Users Say