Sony launches the new BRAVIA XR TV series in the UAE

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Dubai, UAE; 29 June, 2022 - Sony Middle East & Africa has launched the new BRAVIA XR television series in the UAE. Movie buffs, gamers, sports fans and other viewers can enjoy the most immersive viewing experiences, with incredibly deep blacks and vibrant colours, as well as beautifully natural mid tones with almost no flare or halos around highlights.

Speaking at the launch, Jobin Joejoe, Deputy Managing Director, Sony MEA, said: “With the new BRAVIA XR television series, Sony reaffirms its commitment to filling the world with emotion, through the power of creativity and technology, creating the best viewing experience possible. We are excited for our customers in the region to experience this best-in-class picture and sound quality, especially for entertainment, sports and gaming content. As the popularity of video on demand (VOD), streaming platforms and gaming has grown, the new BRAVIA XR line-up meets viewers’ needs for an enhanced home entertainment experience.”

The new BRAVIA XR series includes the MASTER Series OLED (QD-OLED), A95K, 4K Mini LED X95K, OLED, X80K, Full Array X90K & other 4K LED models.

Powered by Cognitive Processor XR™, the unique XR Backlight Master Drive precisely controls the latest generation Mini LED backlight in the X95K series for incredible brightness. The Cognitive Processor XR™ also powers Sony’s A95K's new OLED (QD-OLED) series with XR Triluminos Max, which delivers the widest colour palette and reproduces naturally beautiful shades and hues. With millions of individual self-illuminating pixels, the A95K delivers more colours than ever before for an entirely new viewing experience.

Immersive home entertainment

The BRAVIA XR television series comes with incredible sound experience, matching sound with the images on screen, thanks to enhanced Acoustic Surface Audio+™ for OLED models and Acoustic Multi-Audio™ for LED models. What’s more, the line-up also includes new features that customise and enhance at-home entertainment. Sony and Netflix have together released the Netflix Adaptive Calibrated Mode, which automatically adjusts image processing based on ambient light, so users’ favourite shows and movies look like the creator intended, under any condition. Even better, 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.

Perfectly designed for gamers

Gamers can heave a sigh of relief, as all 2022 BRAVIA XR televisions are also designated ‘Perfect for PlayStation®5, which includes two PS5® exclusive features – Auto HDR Tone Mapping and Auto Genre Picture Mode5. 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.

A winning match for sports fans

Sports fans can be immersed into their favorite football matches. The new BRAVIA XR televisions, which features the world’s first Cognitive Processor XR, uses a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear.

Spatial sound mapping

Movie buffs spending more time at home catching up on their favourite flicks and shows will appreciate Sony’s 360 Spatial Sound Mapping. This new frontier of spatial sound technology calibrates sound to the chosen viewing room, thus creating multiple optimally arranged phantom speakers for a wider and more immersive cinematic sound field.

Using the Acoustic Centre Sync 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, enabling sound to perfectly match what's on the screen.

Sports fans will enjoy Sony’s new BRAVIA XR TVs as they are an excellent match for an array of Sony sound products, such as the HT-A9 Home Theatre System or the HT-A7000 and HT-A5000 soundbars.

New experiences with the BRAVIA CAM

Never mind where you are standing in a room, thanks to the Sony BRAVIA CAM which recognises viewers’ location and augments the sound and picture accordingly. BRAVIA CAM also offers gesture controls, video chat and many other fun, new experiences, so users can connect their BRAVIA XR TV with BRAVIA CAM and enjoy TV like never before.

BRAVIA CORE is now available

With BRAVIA CORE VOD app, now movie buffs can enjoy up to 10 current release, and up to 24 months unlimited streaming of dozens of more movies on purchase of BRAVIA XR TV. With BRAVIA XR technology, Pure Stream™ 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.

The new 2022 BRAVIA XR TVs are available in various sizes ranging from 43-inch to 85-inch. For more information on new Sony BRAVIA XR television models, please visit here. Furthermore, below are the price range of the new 2022 BRAVIA XR TV models:

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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. 353 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