Sony BRAVIA X90J powered by the Cognitive Processor XR launched in India priced at Rs 139,990

By Sameer Mitha | Published on 10 Jun 2021
HIGHLIGHTS
  • The Sony BRAVIA X90J brings full array backlighting with local dimming.

  • The TV also boasts of HDMI 2.1 features like 4K at 120Hz, VRR (Variable Refresh Rate) and ALLM (Auto Low Latency Mode).

  • Only HDMI ports 3 and 4 support HDMI 2.1 features.

Sony BRAVIA X90J powered by the Cognitive Processor XR launched in India priced at Rs 139,990
The Sony BRAVIA X90J is available in 55, 65 and 75-inch screen sizes

Sony announced its new Cognitive Processor XR back at CES 2021 in January and now we have the first TV powered by the XR processor launching in India. This is the Sony BRAVIA X90J. The TV is available in 55, 65 and 75-inch screen sizes. 

What's new with the Cognitive Processor XR?

According to Sony, the chipset uses “a completely new processing method designed to replicate the ways humans see and hear”. Since TVs are getting quite large, rather than focusing on the entire screen there are times when we will focus on a particular part of the screen or a particular character. So, the processing will ensure that the focal point of content will look its best on the TV while maintaining the best possible details for everything else on the screen.  

According to Sony, “the new processor can cross-analyze an array of elements at once, just as our brains do. By doing so, each element is adjusted to its best final outcome, in conjunction with each other, so everything is synchronized and lifelike – something that conventional AI cannot achieve”. 

Sony says that “Cognitive Processor XR can also analyze sound position in the signal so the sound matches precisely with what's on the screen”. This may sound familiar as Sony Acoustic Surface technology found on its OLED TVs like the A8H (review) project sounds from specific parts of the screen to make it so that the sound is coming from where it should rather than below the TV. On Sony OLED with Acoustic Surface, the entire screen vibrates to produce sound making the entire screen the speaker.  

Sony Bravia X90J Features and Specifications

Coming to the specifications of the X90J, as mentioned above the TV is available in three screen sizes - 55, 65 and 75 inches. The TV has Full Array backlighting with local dimming; however, we do not know the number of dimming zones. The TV has a 4K panel with support for HDR 10, Dolby Vision and HLG. The TV also supports eARC. The TV comes with four HDMI ports, two of which support HDMI 2.1 bringing 4K at 120Hz, ALLM and VRR. The TV also has a mini-AV port, two USB ports, headphones out, optical out and also supports Wi-Fi and Bluetooth. 

The TV also has an IMAX enhanced mode and light sensors which change the pictures settings based on the ambient light in the room. 

With the power of the XR processor, the TV brings a bunch of features like dual database processing, XR 4K upscaling, XR Super Resolution, XR Triluminos Pro, XR Contrast Booster, XR HDR Remaster and more to enhance the viewing experience. 

The TV has 20W of sound output and brings two full range (Bass Reflex) drivers and two tweeters. 

The TV runs on the Google TV UI which we first saw on the Sony X80J that was released some time ago. The new UI is quite similar to what we’ve seen on the new Google Chromecast. The TV brings features like a Chromecast built-in, access to the Google Play Store to download popular apps and also support for Apple AirPlay. You can also control the TV with your Alexa speaker. 

Sony BRAVIA X90J price and availability

The Sony BRAVIA X90J, 55-inch variant is priced at Rs 1,39,990. it will be available starting today, June 10, 2021. The 65 and 75-inch variants are expected to be available soon. 

Sony X90J 55-inch 4K Full Array LED TV Key Specs, Price and Launch Date

Price: ₹139990
Release Date: 12 May 2021
Variant: None
Market Status: Launched

Key Specs

  • Screen Size (inch) Screen Size (inch)
    55
  • Display Type Display Type
    Full Array LED
  • Smart Tv Smart Tv
    Smart TV
  • Screen Resolution Screen Resolution
    4K
Sameer Mitha
Sameer Mitha

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About Me: Sameer Mitha lives for gaming and technology is his muse. When he isn’t busy playing with gadgets or video games he delves into the world of fantasy novels. Read More

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