Sony announces new BRAVIA XR 8K LED, 4K OLED and 4K LED models with Cognitive XR processor

A day away from rival Samsung, Sony announces its own offer of BRAVIA XR 8K LED, 4K OLED and 4K LED TVs for 2021.

Taking advantage of the relative calm before the CES 2021 exhibition, Sony announces “the first cognitive intelligence TVs in the world”, equipped with a new processor called Cognitive XR.

With the help of the new “brain”, televisions apply a processing method that goes beyond the conventional artificial intelligence (AI) system, reproducing the way people see and hear. When we see objects, we unconsciously focus on certain points.

The Cognitive Intelligence XR processor, based on cognitive intelligence, divides the screen into numerous areas and detects where the “focal point” of the image is located. While conventional artificial intelligence can only detect and analyze elements in the image such as color, contrast and individual details, the Cognitive XR processor can analyze a number of elements simultaneously, just as the human brain does. In this way, all the elements are adjusted in close correlation with the others for the best final result, so that all the action in a scene is synchronized – something that standard artificial intelligence cannot do.

The Cognitive XR processor can also analyze the position of the sound in the signal so that the sound matches the action on the screen perfectly.

“Sony’s intention is to constantly innovate TV technology to provide the most immersive viewing experience possible,” said Masaomi Ando, ​​Head of Sony Europe TV. “The new BRAVIA XR TVs capture reality better than ever because of the processing power of the world’s first cognitive processor, which surpasses the performance of traditional artificial intelligence.”

Some of the other features in the Bravia XR range include the BRAVIA CORE streaming platform, Google TV, HDMI 2.1 compatibility and X-wide Angle technology.


Sony’s new Bravia XR TVs will be unveiled at CES 2021, and availability and pricing will be revealed in the spring of this year.

Andrew is half-human, half-gamer. He's also a science fiction author writing for BleeBot.