Sony has announced the European availability window for its BRAVIA XR MASTER Series Z9K 8K Mini LED televisions, with select countries taking pre-orders soon.

Powered by Cognitive Processor XR™, the unique XR Backlight Master Drive precisely controls our latest generation Mini LED backlight in the Z9K for incredible brightness. Enjoy an unprecedented dynamic range with incredibly dazzling lights and deep blacks, as well as beautifully natural mid tones with almost no flare or halos around highlights. With XR 8K Upscaling, you’ll enjoy entertainment close to 8K quality, whatever the content or source. Sony’s Cognitive Processor XR™ accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures.

These new innovations help deliver the best and most immersive viewing experiences, authentically conveying the creator’s true intent. When watching movies, viewers can experience Sony’s enhanced Acoustic Multi-Audio™ precisely matching the position of the sound with the images on the screen for a truly immersive audiovisual experience. The Z9K also includes new features that customise and enhance at-home entertainment. Netflix Adaptive Calibrated Mode[1][2] automatically adjusts image processing based on ambient light, so users’ favourite shows and films look like the creator intended, under any conditions. Additionally, Sony’s new BRAVIA CORE Calibrated Mode will automatically adjust the image quality on screen to better align with the video creator’s original vision[3]. The televisions will also be designated ‘Perfect for PlayStation®5’[4], which includes two PS5® exclusive features – Auto HDR Tone Mapping[5] and Auto Genre Picture Mode[6].

This year, Sony also introduces a newly developed original camera device, BRAVIA CAM[7], which recognises where users are sitting and optimises the picture and sound accordingly. It includes gesture controls, video chat and many other fun, new experiences waiting to be explored.

With growing demand for even larger TV screens, there is also the risk of greater resource and energy use. However, Sony is committed to sustainability from the development process all the way through to the viewing experience. Sony’s “Road to Zero” global environmental plan aims to achieve a sustainable society by reaching a zero environmental footprint throughout the life cycle of its products and business activities by the year 2050. With these goals in mind, our 2022 TVs use high recycled plastic content with Sony-developed SORPLAS™. By using SORPLAS™[8], we’ve increased our use of recycled material without sacrificing design and durability and reduced overall virgin plastic use by up to 60%[9], which equates to approximately 140,000,000 compact discs. Additionally, Sony’s BRAVIA CAM can recognise when viewers are no longer in front of the TV and dim the display to conserve energy.

BRAVIA XR MASTER Series Z9K 8K Mini LED TV highlights:

• Cognitive Processor XR™: Take vision and sound to the next level with Cognitive Processor XR™. Sony’s revolutionary processor on Sony BRAVIA XR™ TVs reproduces content the way humans see and hear for an incredibly lifelike experience. Images are cross-analysed and cleaned, especially around the focal point, to give real-life depth, extraordinary contrast, and beautifully vivid colours.
• Acoustic Multi-Audio™ uses four frame tweeters at the top and either side of the TV to elevate directional sound sources, ensuring pictures and sound are in total harmony for a more cinematic experience.
• 360 Spatial Sound Personalizer: In combination with BRAVIA XR TVs[10], this technology offers a perfectly optimised spatial sound experience for neckband speakers, like Sony’s SRS-NS7, as well as select Sony headphones – all with minimal configuration. Dedicated apps even personalise the cinematic sound field by analysing users’ individual ear shape.
• Elevate the experience with Sony’s sound products: Sony’s new BRAVIA XR TVs are an excellent match for an array of Sony sound products, such as the Home Theater System or the HT-A7000 360 Spatial Sound Mapping, a new frontier of spatial sound technology, is the latest addition to models HT-A7000 and HT-a5000[11]. By calibrating sound to the chosen viewing room, the technology creates multiple optimally arranged phantom speakers for a wider and more immersive cinematic sound field. Using the Acoustic Center Sync[12] feature, a BRAVIA XR TV plays the centre channel role with the home theatre system or soundbar as part of the 360 Spatial Sound Mapping setup[13], enabling sound to perfectly match what’s on the screen.
• BRAVIA CAM⁷: This trailblazing new technology ensures users always have the best seat in the house by optimizing picture and sound quality. BRAVIA CAM also offers gesture controls, video chat and many other fun, new experiences.
• Ambient Optimization Pro: Users can connect their BRAVIA XR TV with BRAVIA CAM and enjoy TV like never before. BRAVIA CAM recognises where users are in the room and how far they are from the TV, then adjusts sound and picture settings so they’re just right.
• Google TV: Brings together more than 700,000 movies, shows, live TV and more from apps and subscriptions and organises them seamlessly. Easily find something to watch with personalised recommendations and bookmark shows and movies to a single Watchlist to keep track of what to watch. Users can even add to their Watchlist from their phone or laptop with Google Search.[14]
• Premium Remote: Our new premium aluminium remote is easy to use and clean, with simplified buttons and a backlight so users can see everything clearly, even in the dark. Never lose the remote behind sofa cushions again; with the Finder function, users can tell the TV to find the remote and the remote will ring.
• BRAVIA CORE: The BRAVIA CORE³ app is a pre-loaded movie service that includes up to 10 movies to redeem and up to 24 months unlimited streaming with the purchase of a BRAVIA XR TV. With BRAVIA XR technology, Pure Stream™[15] and IMAX® Enhanced, content is delivered with stunning visuals and expressive sound quality. With BRAVIA CORE Calibrated Mode, movies will automatically adjust to the optimal picture settings to create a truly exceptional at-home movie viewing experience. Over time, the app experience will be enriched with new features. BRAVIA CORE will be available in over 75 countries in 2022.
• Netflix Adaptive Calibrated Mode: A new display mode that leverages Sony’s BRAVIA XR ambient light sensor to ensure that the artistic intent is preserved in all lighting conditions. Sony’s close collaboration with Netflix on this feature means viewers can enjoy Netflix content with precise colours, accurate contrast, and true motion, whether the content is enjoyed in a dark or well-lit environment.¹
• Perfect for PlayStation®5: Pair a BRAVIA XR TV with a PlayStation®5 console to get a fantastic gaming experience. Only BRAVIA XR TVs automatically adjust and optimise the picture to the best settings for the PlayStation®5 console, whether it’s used for gaming or watching a movie. With immersive picture and sound, users will feel like they’re right in the middle of the action. And with 4K 120fps, as specified in HDMI 2.1, our TVs give smooth and clear movement for responsive gameplay.⁴

Commitment to sustainability: Sony is committed to sustainability from the development process all the way through to the viewing experience. This year select models use Sony-developed SORPLAS™, a 99% recycled plastic material that has reduced the amount of virgin plastic used by up to 60%⁸. TV packaging size has also been reduced by approximately 15% and features a significant reduction in ink (approx. 90%) and plastic (approx. 35%).⁹ Additionally, BRAVIA CAM can recognise when viewers are no longer in front of the TV and dim the display to conserve energy. To learn more, please visit: https://www.sony.net/electronics/eco-tv?press-release.

MASTER Series Z9K 85” and 75” 8K Mini LED TV features:

• Cognitive Processor XR understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favourite content.
• XR Backlight Master Drive precisely controls our latest generation Mini LED backlight for extraordinary contrast of high brightness and deep blacks.
• XR Triluminos™ Pro and XR Contrast Booster 20 combine to express billions of colours with exceptional black contrast.
• X-Anti Reflection minimises reflection for a distraction-free viewing experience.
• X-Wide Angle™ technology provides vivid real-world colours from any angle while retaining more colour and brightness.
• BRAVIA CORE Calibrated Mode³
• Acoustic Multi-Audio™ uses four frame tweeters at the top and either side of the TV to elevate directional sound sources, ensuring pictures and sound are in total harmony for a more cinematic experience.
• Acoustic Center Sync optimises sound output from the TV and soundbar for a better audio experience.¹²
• BRAVIA CAM⁷ and Ambient Optimization Pro
• Quick access to an array of content and services with Google TV.¹⁴
• Hands-free voice
• Premium remote
• Minimalist One Slate design with Seamless Edge and a single pane of tempered glass keeps users focused on the picture for a truly immersive big screen viewing experience without distraction.
• Three-way stand provides three stand position options, including a narrow position for a smaller footprint, standard position to eliminate distractions and soundbar position to elevate the TV and integrate a soundbar system.
• For more information about the Z9K, please click .

For more information about the Z9K including pricing and pre-order availability, please visit your local Sony website.