World’s first cognitive intelligence TV – Sony BRAVIA XR TVs are now available in the UAE

Innovative new Cognitive Process XR mimics human brain to deliver a never-before-seen immersive viewing experience

Dubai, UAE, 29^th June 2021 – Sony Middle East & Africa announced the new BRAVIA XR televisions, including the MASTER Series Z9J 8K LED and A90J OLED as well as the A80J OLED, X95J and X90J 4K LED televisions are now available in the UAE.

Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the BRAVIA TVs use a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear. The new processor, powered by cognitive intelligence, knows where that focal point is by dividing the screen into numerous zones and detecting where the “focal point” is in the picture.

Cognitive Processor XR can also analyse sound position in the signal so the sound matches precisely with what’s on the screen and upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyses and understands unprecedented amounts of data and intelligently optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered.

For more information on new Sony BRAVIA XR television models, please watch Sony’s BRAVIA XR announcement video here or visit the BRAVIA XR website: https://www.sony.com/en-ae/electronics/bravia-xr.

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About Sony Middle East and Africa:

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, Mobile Electronics (Car Audio), broadcasting and professional products and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners. 274 accredited third party service centers reinforce Sony’s presence in key markets in the region.

For media inquiries, please contact:

Sony Middle East and Africa FZE                                          
Karima Karmouzi

Sr. Communications Manager- MEA
Email: Karima.Karmouzi@sony.com