Sony Bravia X90J Series 4K 120FPS LED TV Launched in India With Support For VRR, e-ARC and More

Sony Bravia X90J TV comes is powered by the Cognitive Processor XR which thinks like a human brain.


Sony India has expanded its smart TV lineup in the country with the launch of its latest Bravia X90J. The company has launched the TV as the world’s first cognitive intelligence TV series, which thinks like a human brain. The claims look promising but we can’t say anything about the TV unless we review the device. According to the company, the smart TV comes equipped with the Cognitive Processor XR which is capable of delivering intelligence that reflects human cognitive characteristics. Let’s have a closer look at the specifications and features of the newly launched  Bravia X90J TV.

Bravia X90J TV Price in India

The Bravia X90J is launched in India with a starting price of Rs 1,39,990 and the smart TV will be available across all Sony Centers, major electronic stores and e-commerce portals in India. According to the company, the smart TV will be available for grabs in India from 10th June 2021 onwards. Do note that the new models in the X90J series with 75-inch 65-inch will be announced soon.

Bravia X90J TV Specifications

The newly launched X90J smart TV series comes in 75-inch, 65-inch, and 55-inch display variants. Under the hood, it’s powered by the Cognitive Processor XR. The company claims that the processor thinks like the human brain and understands how humans see and hear. Further, the company claimed that the Bravia TV uses a completely new processing method that goes beyond conventional AI.

“When we see objects, we unconsciously focus on certain points. Cognitive Processor XR, 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,” reads the official statement.

Conventional Artificial Intelligence (AI) is capable of detecting and analyzing picture elements like colour, contrast and detail individually. However, the new processor can detect a series of elements and adjust to its best outcome. Besides, the Bravia X90J also comes with XR 4K Upscaling technology which can upscale 2K signals close to true 4K quality for a better viewing experience.

The newly launched TV panel offers multiple zones of LEDs that light up independently and automatically create a contrast to make light areas lighter and dark areas darker. The new X90J series also boasts Dolby Vision and Dolby Atmos for a better cinematic experience at home. It comes with HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC. Besides, it also supports Google Assistant, Apple AirPlay 2 and HomeKit.