Piercing brightness, amazing contrast, epic viewing
Our amazing 98? 4K Full Array LED X90L, powered by Cognitive Processor XR delivers realistic depth and intense contrast in an impressively large screen. A newly designed local dimming structure brings scenes vividly to life. What you hear matches what you see thanks to Acoustic Multi Audio, and you can enjoy peace of mind with our 3 years PrimeSupport included as standard.

Intense contrast, feel the depth
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.

Contrast intensified. Depth amplified.
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.

Conventional Edge LED Backlight
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.

Full Array LED Backlight
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.

Cognitive Processor XR™
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.

Extended colour volume, now see every shade and hue
Over a billion colours reproduced with the subtle differences seen in the real world. Powered by Cognitive Processor XR™, our Full Array LED with XR Triluminos Pro™ delivers natural shades in every detail.

Synchronised. Sound and picture harmony.
Hear sound straight from the screen, perfectly matching the action. Cognitive Processor XR™ turns any sound immersive with more precise sound position.

What you hear matches what you see
With Acoustic Multi-Audio™, it feels as though sound is coming from the right place in the scene, precisely matching visuals, thanks to sound-positioning tweeters discreetly placed behind the screen edge. Far more immersive than conventional TVs where sound comes from beneath the screen.

What you want to watch all in one place
Browse 700,000+ movies and TV episodes from across your streaming services, all in one place and organised into topics and genres based on what interests you

One Slate. Minimalist. Immersive.
Our minimalist One Slate design fuses screen and bezel into a single slate, minimising noise and maximising your viewing experience.
Designed in outstandingly slim aluminum, this premium design focuses your eyes on what’s important – the picture

Designed with Eco-friendly features
BRAVIA™ combines high picture and sound quality and also cares about with initiatives that helping to reduce environmental impact, such as enabling the user to reduce using low energy consumption with the new ECO Dashboard TV App, reducing overall virgin plastic use of the TV chassis by approximately 60% and cutting package size by 15% and total weight by 12%.

All your eco in one place
The Eco Dashboard keeps all eco-related settings in one place, making it easy to change them individually or in one go.

Greater peace of Mind
There’s the added reassurance of our 3 Years PrimeSupport Professional service package as standard, with access to an elite EU-wide helpdesk for technical support & advanced product exchange handled by local partner, on premise where possible. You can also choose to extend your support for an additional 2 years.