# Sony launches new Bravia XR TVs with ‘Cognitive Processor XR’ (HT Tech) > Sony claims the new processor aims to mimic human brain to deliver a more immersive viewing experience. # Sony launches new Bravia XR TVs with ‘Cognitive Processor XR’ ## Sony claims the new processor aims to mimic human brain to deliver a more immersive viewing experience. Jan 08 2021, 11:34 IST ![Follow on Facebook](https://images.hindustantimes.com/tech/static/revamp/images/png/follow-us-facebook.png) ![Follow on Facebook](https://images.hindustantimes.com/tech/static/revamp/images/png/follow-us-facebook-hover.png) ![Share](https://images.hindustantimes.com/tech/static/revamp/images/png/Share.png) ![Share](https://images.hindustantimes.com/tech/static/revamp/images/png/Shareclicked.png) ![Share on WhatsApp](https://images.hindustantimes.com/tech/static/revamp/images/png/whatsapp.png) ![Share on WhatsApp](https://images.hindustantimes.com/tech/static/revamp/images/png/whatsapp-hover.png) ![Share on Twitter](https://images.hindustantimes.com/tech/static/revamp/images/png/twitter.png) ![Share on Twitter](https://images.hindustantimes.com/tech/static/revamp/images/png/twitter-hover.png) ![Share on Facebook](https://images.hindustantimes.com/tech/static/revamp/images/png/facebook.png) ![Share on Facebook](https://images.hindustantimes.com/tech/static/revamp/images/png/facebook-hover.png) ![Bookmark](https://images.hindustantimes.com/tech/static/revamp/images/png/Bookmark.png) ![Bookmarked](https://images.hindustantimes.com/tech/static/revamp/images/png/Bookmarked.png) ![BRAVIA TVs pack advanced AI](https://images.hindustantimes.com/tech/img/2021/01/08/1600x900/bravia_xr_1610084752944_1610084761154.jpg) BRAVIA TVs pack advanced AI (Sony) ![Author Photo](https://images.hindustantimes.com/tech/static/revamp/images/png/HTTech-new-circle-logo.png) ### By HT TECH HTSony on Thursday announced the launch of new Bravia XR smart TVs. The new lineup features Master Series Z9J 8K LED, Master Series A90J and A80J OLED, and X95J and X90J 4K LED. The highlight of the smart TV is a Cognitive Processor XR. Sony says the new processor uses a new method to improve the sound and visual quality for a better experience. The Processor XR runs on cognitive intelligence and divides the display into multiple zones to detect where the “focal point” is in the picture. The new processor is also capable of cross-analysing an array of elements at once, unlike the conventional AI system that detects and analyses picture elements such as colour, contrast, and detail individually. Sony claims the processor, which aims to mimic the human brain, adjusts all the elements involved to deliver the final result. Also read click here. “Cognitive Processor XR can also analyse sound position in the signal so the sound matches precisely with what's on the screen. In addition, it upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyses and understands unprecedented amounts of data and intelligently optimizes every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered,” Sony added. Sony’s new Bravia XR series comes with features such as HDMI 2.1 compatibility, sound-from-picture technology, smart speaker compatibility, Netflix calibrated mode and Google TV. The TVs also feature Bravia Core, which brings access to premium titles. “BRAVIA CORE is the first in the industry to feature Pure Stream technology, achieving near lossless UHD BD equivalent quality with streaming up to 80 Mbps,” Sony added. You can check full details of Samsung’s new smart TVs here. Catch all the Latest Tech News, Mobile News, Laptop News, Gaming news, Wearables News , How To News, also keep up with us on Whatsapp channel,Twitter, Facebook, Google News, and Instagram. 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