Lose yourself in pictures full of amazing contrast and real-life depth. With a Full Array LED display. A newly designed local dimming structure powered by Cognitive Processor XR™ brings scenes vividly to life.

XR Contrast Booster precisely balances light across the screen, adjusting brightness for higher peaks in glare and deeper blacks in shadow. Peak brightness is higher than ever for sublime depth and detail.

Struggles with deep blacks and bright highlights.

One row of LEDs has to try and balance light through the whole picture. Dark parts not as dark, bright parts not as bright – more blooming likely.

Brighter highlights deeper blacks.

Intensity of the LEDs can be adjusted depending on the scene. Light where light is needed, dark where darkness is needed.

The world’s first picture processor with cognitive intelligence understands how humans really see the world. 100″ BRAVIA with Cognitive Processor XR™ opens up a whole new viewing experience that immerses you even more deeply in the scene.

Discover an even wider palette of beautifully natural colours with extended hue and saturation, vivid shades and realistic textures.

Cognitive Processor XR™ accesses vast amounts of picture data, intelligently recreating lost details and texture with upscaled image sources.

XR Motion Clarity™ analyses scene data to ensure on-screen action stays smooth, bright and clear without blur, even in fast-moving scenes.

With XR Contrast Booster bright areas are brighter and dark areas darker, adding depth to scenes without lost highlights or shadow details.