Sony Bravia XR Z9J Master Series TV CES 2021

Credit: Sony
  • Sony has announced its new range of Bravia 4K and 8K TVs ahead of CES 2021.
  • The new smart TVs feature a processor upgrade, HDMI 2.1 ports, and the new Google TV UI.
  • Sony will announce the price and availability of the TVs in the spring.

Every year at CES, Sony announces a new lineup of TVs that then trickle down through the year to different markets. This is Sony’s best foot forward and is the firm’s main set of premium televisions that go head-to-head with rivals from Samsung and LG.

This year, Sony has announced a host of 8K LED, 4K OLED, and 4K LED TVs. Below is a breakdown of all the model numbers and screen sizes:

  • Master Series Z9J: 85-inch, 75-inch 8K LED TVs
  • Master Series A90J: 83-inch, 65-inch, and 55-inch OLED TVs
  • A80J: 77-inch, 65-inch, and 55-inch OLED 4K TVs
  • X95J: 85-inch, 75-inch, and 65-inch 4K LED TVs
  • X92 and X90J: 100-inch, 75-inch, 65-inch, 55-inch, and 50-inch 4K LED TVs

At their core, all the new Bravias come with the new XR processor. Sony is finally moving forward from the X1 Ultimate that powered its 2019 and 2020 flagships to a new “cognitive processor” that promises to enhance image quality in real-time by focusing on specific zones in a scene.

Since TV sizes are going up, Sony says our brains do not see the entirety of a screen and focus instead on parts of it where the action is happening. So in a close-up shot, the new XR processor will make efforts to deliver the most realistic skin tones. In wider shots, it’ll focus on different elements in the scene and enhance them to draw viewers in.

Unfortunately, we won’t get a chance to really see this in action since CES this year is virtual, but Sony TVs are some of the best in the market when it comes to picture quality and we don’t expect these new flagships to disappoint.

Related: The best 65-inch TVs — What are your options?

The next big upgrade comes in the form of HDMI 2.1 capabilities across the board. All the five new Bravia XR models feature 4K 120fps inputs, variable refresh rates, an auto low latency mode for gaming, and e-ARC. These were previously only available on last year’s X900H 4K LED model.

Another notable addition is that of the new Google TV UI. The refreshed Android TV skin is currently only available on the latest Google Chromecast. Sony’s new Bravia lineup will be the first in the world to get the Google TV UI, which means you can expect to get personalized content recommendations, create watchlists, and basically have a more intelligent media hub in your living room compared to your current Android TV.

Elsewhere, the new Sony TVs all feature hands-free Google Assistant like last year, compatibility with smart speakers including Amazon Alexa devices, and a new Bravia Core streaming service that’ll deliver content from Sony Pictures and some IMAX enhanced movies.

Sony will announce pricing and availability of the new Bravia XR models sometime in spring.