Hello everyone. Welcome back to the second part of today's announcement. I'm Mai Shoji,
and I'll be your navigator for this part of the event as well.
Well, now that I have a better grasp of the new BRAVIA XR.
I'd like to invite Rino Kojima to tell us more about
the technologies and features packed into these TVs. Rino, Hi.
Hi Mai.
So talking with the fabulous team who created this TV triggered my curiosity
to know more about the secrets behind the innovative marvel.
Well, then let me walk you through it.
First up, I was intrigued by the Cognitive Processor XR.
It's amazing that this advanced device actually works in a human way.
Yes, for a TV processor to process in a very "human" way is a new approach.
We call it cognitive because it's about the human process
of learning and understanding.
This cognitive processing works not only for pictures, but also for sound quality.
So how does the Processor XR work in a ”Cognitive" way?
As our engineer explained, humans see a certain focal point,
and the brain instantly processes millions of points of information.
To recreate how humans see and perceive,
the processor goes through the complex steps of detection and processing
before outputting that picture to a screen.
Wow. That already sounds quite complex!
Well, yes it is.
But for the processor to understand which part of the picture humans focus on,
it carefully scans detects and predicts where the focal point in the picture will be.
For example, how many people are there,
who is in the center, who is the main person and so on.
This is found by dividing the picture into numerous zones
to detect what kind of object exists in which part of the picture.
So that's where the Cognitive Processor XR gets its name from.
It sounds very intelligent.
That's just half the story.
After ”zoning", the picture is split into multiple elements that makes up the total picture,
such as brightness, sharpness, black areas, reds, blues, greens and so on.
All the zones and elements talk to each other
to cross analyze the best picture setting
doing hundreds of thousands of complex calculations in a split second
during signal processing.
It's an original Sony algorithm that analyzes the focal points
to mirror the contours of human perception, experience and memory.
So is that how it works for sound as well?
Well, for sound, there are two elements that make it more real.
One is surround effect and the other is sound position
which means where you perceive the sound comes from within the picture
and whether the sound matches up to the source in the picture.
Well, I've heard about surround sound for years.
Is it really a new thing?
I think you've heard about 5.1 channel surround sound,
but the Cognitive Processor XR compliments surround sound by adding
two additional channels that come from above you
to produce 5.1.2 channel sound.
And more impressively the Cognitive Processor XR does this
no matter what the input sound source is.
And what about sound position?
As TV screens get bigger and bigger,
the sounds from speakers located on the bottom of conventional TVs
can't match where the sound should be coming from.
The Cognitive Processor XR works to fill the gaps
intelligently adjusting the sound position,
so the listener feels the sound is coming from the right place.
Also, these BRAVIA XR TVs have unique speaker systems
that effectively create the best sound position.
Incredible. Really sounds exciting.
Can we listen to that?
Yes, of course. Let me give you a demo using BRAVIA XR models.
Seeing and hearing is believing!
I'll use the two flagship BRAVIA XR models, Z9J, which is an 8K LCD TV, and A90J a 4K OLED TV.
Let's start with Z9J.
Sure.
Let's see how the new Z9J
powered by the Cognitive Processor XR
is different from conventional TVs for picture Quality.
On the right is the new Z9J, with a conventional 8K LCD model on the left.
The human eye is very sensitive to skin tones.
Our brain can distinguish even the slightest difference.
The Cognitive Processor XR
has algorithms for these cognitive characteristics.
I can see a huge difference already.
Yes, the faces on the Z9J are much brighter and more natural
because the Cognitive Processor XR can distinguish
the face from other parts of the picture.
So it can avoid over enhancing in unwanted areas,
and not only human faces, but also [those of] animals,
because the processor detects where the focal point is.
As humans, we always look to the eyes first.
With the Cognitive Processor XR, the puma's eyes
have an accurate and realistic shine.
The face is brighter and more textured
to provide a natural true to life picture.
It's like the Puma is right in front of me,
but I'm not quite sure if I want that to happen.
Also in a scene like this, where there's a lot of depth,
the processor can reproduce three dimensionality
as well as textures and vividness
based on people's memory and experience.
So that's the power of Cognitive Processor XR!
What else does the processor on this Z9J 8K TV do?
The Cognitive Processor XR acts as a command center
for many facets of picture quality.
With it's powerful detection and processing,
it can upscale close to 8K level quality, no matter the picture source.
So I can take full advantage of the 8K TV with my favorite shows?
That's right.
And with the Full Array LED backlight system, bright areas and dark areas
are precisely controlled for a stunning, punchy picture.
In addition with X-Wide Angle, you get the same level of picture quality
wherever you sit in the room.
And X-Anti Reflection reduces reflections to enhance viewing in challenging environments
such as room lights in a dark room.
Well with big screens like this, it sure seems those features will be really helpful.
And how about the sound?
I bet there is a lot to talk about that too.
Yes. The Z9J has some unique sound features.
Remember I talked about XR Sound Position?
The Z9J's frame acts as a speaker.
The frame actually vibrates to control the sound.
So it seems to come from the appropriate spot in the picture.
The previous models only used the left and right sides of the frame,
but the Z9J has frame tweeters on the top as well.
Wow. The frame acts as a speaker.
So the next model is A90J a 4K OLED TV, right?
Yes. It's our best ever OLED TV powered by the Cognitive Processor XR.
Let me start with a picture comparison demo again,
comparing the new A90J on the right
to a conventional OLED model on the left.
The Cognitive Processor XR
delivers the same benefits for the OLED as well,
as you saw in the Z9J demonstration.
You can see the difference in the face on the new A90J.
Yes, it's pretty clear.
As well, the Cognitive Processor XR has the power
to bring out the OLEDs full potential.
The processor can intelligently control contrast of any scene such as this.
The individual stars are brightened by the XR OLED Contrast Pro
to give them a sparkly feel.
Not just contrast, you also will be amazed by the color that A90J reproduces.
The processor analyzes the depth, brightness
and both the vibrant and subtle colors of the scarlet kimono's cloth,
and the gold doors in the background.
And then it reproduces color with XR Triluminous Pro to deliver an authentic appearance.
It sure does look authentic and expensive.
I now really understand that the Cognitive Processor XR
maximizes the performance of both LCD and OLED TVs.
And I guess that there are cool things about the OLED TV's sound too.
Four years ago, we introduced the world's first OLED TV
with a screen that was also a speaker.
Let me tell you more about how we use this unique technology in A90J.
It is fitted with actuators behind the panel that resonate the screen
making the screen act as a speaker.
So when the screen is the speaker,
the sound seems like it's coming directly from the picture.
Exactly. Here, look in my hand.
This is one of the actuators used to resonate the screen.
Wow. So this actuator is directly moving the screen
to create the sound we're hearing.
So that's the picture and sound.
What else is in the new BRAVIA XR?
Actually, we have loads of exciting new features
such as new Google TV and BRAVIA CORE video service.
A Google TV is a new entertainment experience
that brings together movies, shows, live TV and more from across your apps and subscriptions and organizes them just for you.
True, now that there are so many things to watch.
It often seems I spend more time searching than watching.
Exactly. So now it's much easier to add content to your watch list
from your mobile device,
wherever you happen to be
And watch it whenever you're ready in the comfort of your living room.
Let's check this out.
Another cool thing is you can search without moving a finger.
It's hands free.
On top of that, it recognizes your preferences and gives you recommendations.
You can even say, "OK, Google show me the usual",
and the TV will turn on and change to the channel you usually watch
at that time of the day, automatically.
Okay, so next is BRAVIA CORE.
What is this? Could you tell me more?
Sure. BRAVIA CORE is our new video service exclusive to BRAVIA XR models.
It's very exciting. Let's check this out.
I like the look of that.
The BRAVIA CORE service provides us
with these many features mentioned in the video
for the ultimate picture and sound experience right out of the box.
When you buy a BRAVIA XR TV,
that service is already included.
So no complicated subscription process is required.
So these key features will be available when these TVs are launched, right?
Yes. We continue to work on delivering the best experience to your home right now.
There'll be more details soon,
so stay tuned.
Thank you so much for the detailed overview and your walkthrough today.
It's been a fascinating journey
to learn about how the Cognitive Processor XR works
to deliver the best viewing experience ever across all the models,
and all the advanced new services
which will make the experience so much more dynamic.
I can't wait to enjoy them at home.
Well, there you have it.
Up close these new BRAVIA XR TVs are truly awesome.
They are smart enough to anticipate what you were looking at
to provide amazing picture and sound quality, no matter the input source
for a truly immersive viewing experience.
And then there's all the exclusive content to enjoy.
With the new BRAVIA XR,
2021 promises to be a great year in home entertainment.
Thank you.