For many Indian households, the first taste of premium home entertainment often began with a Sony television. Over the years, the brand has built on that legacy with a consistent focus on display innovation, cinematic sound, and a user experience that feels more considered than flashy. In recent times, Sony has doubled down on large-screen formats and intelligent processing to stay relevant in a market now defined by OTT content and evolving living room habits. The company has recently launched a 98-inch BRAVIA TV in its Bravia 5 lineup, which marks its most ambitious push yet into the ultra-premium category, just ahead of the festive season. In this conversation with MySmartPrice, Ranvijay Singh, Head of BRAVIA Business at Sony India, walks us through what's driving this big-screen play and how Sony plans to stand apart as competition heats up. We also took this opportunity to understand from him what's driving the big-screen boom this festive season and how Sony is tailoring its flagship BRAVIA lineup for the diverse Indian consumer.
This festive season, consumers are clearly gravitating toward premium, big-screen experiences at home. How does Sony's entry into the 98-inch segment align with this shift, and what kind of uptake are you anticipating in India?
Sony's 98-inch BRAVIA TV perfectly matches India's growing appetite for immersive, premium home viewing. Consumers are increasingly seeking larger screens to bring the cinematic experience into their homes. Backed by Sony's leadership in display and audio innovation, this new offering delivers stunning visuals and immersive sound. We anticipate strong demand in India as families invest in enhanced cinema-like setups, making big-screen experiences the new benchmark for home entertainment.
The super-large TV category is still relatively nascent in India. What signals or consumer behaviour trends led Sony to make a decisive move now, especially with a product in the ultra-premium segment?
India's home entertainment space is undergoing a significant transformation, and we believe this is the right moment to step into the ultra-large TV segment. As more consumers seek cinematic experiences within the comfort of their homes, the new 98-inch BRAVIA is designed to meet that need. It offers a grand scale, immersive visuals, and exceptional picture quality that elevates the living room into a cinema-like experience. We’re also witnessing a clear shift in consumer preference toward premium, large-format televisions, with the rise of OTT platforms and adoption of technologies like Dolby Vision and Dolby Atmos, which further amplify the appeal of large-screen home viewing.
We're seeing a strong surge in demand for 55" and above TVs. From your vantage point, what's driving this trend? Is it aspiration, OTT content evolution, or the changing role of the living room itself?
The growing demand for 55-inch and above televisions reflects a clear shift in how audiences experience home entertainment. Viewers today aspire to recreate a cinema-like experience at home, driven by richer OTT content, immersive storytelling, and the evolving role of the living room as a space for both connection and creativity. At Sony, we're committed to enabling this transformation. Our association with visionary filmmaker SS Rajamouli as brand ambassador further strengthens this narrative. For today's consumers, a television is more than a screen; it's a window into powerful stories, brought alive with scale, depth, and emotion.
What sets Sony BRAVIA's 98-inch TV apart from others in this format, particularly in terms of processor capabilities, picture calibration, and audio fidelity? Is this a specs battle or an experience play?
At Sony, our commitment to excellence goes beyond product innovation, and the new 98-inch BRAVIA sets a new benchmark in premium home entertainment by seamlessly merging cutting-edge visuals and immersive sound into one breathtaking experience. It's not just about screen size; it's about intelligent engineering that aligns with how we naturally see and hear. The new 98-inch BRAVIA is powered by intelligent technologies that work in harmony with how we see and hear. The Cognitive Processor XR analyzes content the way the human brain does, enhancing contrast, detail, and motion for scenes that feel incredibly lifelike. Dolby Vision and Dolby Atmos add cinematic depth and surround sound that mirrors the ambiance of a theatre, and with SONY PICTURES CORE, your living room transforms into a private screening lounge showcasing studio-quality blockbusters.
Indian consumers are increasingly discerning, whether it's local dimming zones, upscaling for 4K/8K, or integration with smart ecosystems. How does BRAVIA deliver on these fronts while staying intuitive and lifestyle-ready?
Sony BRAVIA seamlessly combines advanced AI-driven XR processing with studio-calibrated picture modes and spatial audio to meet discerning Indian consumers' demands for local dimming, upscaling, and smart ecosystem integration. Its intuitive interface and intelligent scene recognition deliver lifelike visuals and clear sound, while smart features blend naturally into daily living, ensuring a premium yet lifestyle-ready experience that elevates connected entertainment beyond just technology.
How is Sony adapting its distribution and consumer engagement strategy to address premium demand not just in metros, but in emerging Tier 1 and affluent Tier 2 pockets during the festive surge?
Sony is expanding its premium presence beyond metros by strengthening its retail footprint through Sony Centres, large-format stores, and a robust e-commerce network. In Tier 1 and affluent Tier 2 cities, we're driving engagement through localized marketing, attractive festive offers, and immersive in-store demos. By aligning distribution and communication strategies with evolving consumer aspirations, we're ensuring that premium BRAVIA experiences are accessible and appealing across a wider geography.
Looking ahead, how does Sony see the future of home entertainment in India evolving—particularly with AI-led interfaces, 8K readiness, and cross-device content continuity becoming mainstream trends?
Sony sees the future of home entertainment in India as intelligent, immersive, and fluid. AI-led interfaces will personalize content and optimize settings, while cross-device continuity will ensure seamless viewing across platforms. Enhanced picture quality and adaptive sound will remain central, delivering a lifelike, cinematic experience that fits effortlessly into connected lifestyles.
What Sony's Vision Signals for Premium TVs
The definition of a premium TV is shifting, and screen size is at the heart of it. As more Indian households embrace streaming as their primary mode of entertainment, the demand for immersive, cinema-like experiences at home is rising sharply. Sony's push into the ultra-large segment with the 98-inch TV isn’t just about stretching diagonals; it reflects a deeper understanding of how living room habits are evolving.
For the broader market, this signals that "premium" is no longer about just resolution or audio wattage. It's about scale, AI-led personalization, smart integration, and a design language that complements modern living spaces. Sony's approach challenges its rivals to rethink their offerings—not just in specs, but in storytelling. As the lines blur between content consumption and lifestyle experience, brands that marry intelligence with visual grandeur are the ones likely to stay ahead.
