Take vision and sound to the next level with Cognitive Processor XR. Our revolutionary processor on Sony BRAVIA XR TVs reproduces content the way humans see and hear for an incredibly lifelike experience. It understands how the human eye focuses, cross analyzing images to give real life depth, extraordinary contrast and beautifully vivid colors. Our Full Array LED, powered by Cognitive Processor XR, controls the backlight in zones to reproduce realistic contrast in bright and dark areas simultaneously. The intelligent processor sees the world as you do, enhancing pictures with real life color and depth. Enjoy sound that precisely matches what's on screen with Acoustic Multi-Audio technology. Sound positioning tweeters ensure pictures and sound are in harmony for an immersive viewing experience. With hands-free voice control built into Google TV, you can set aside your remote and simply use your voice to control your TV. Ask Google to find a specific title, search by genre, and get personalized recommendations on what to watch by saying, "Hey Google, what should I watch?". Even get answers on screen, control smart home devices, and more. Our BRAVIA XR TVs are designed for immersive experiences with the environment in mind. We are committed to using less virgin plastic in our TVs and packaging. The X90K uses recycled plastics in its bezel. Our unique backlight control technologies, BRAVIA CAM and sensors not only deliver high picture quality but also reduce power consumption. Powered by Cognitive Processor XR, our Full Array LED panel with unique new LED structure and XR Triluminos Pro enables X90K to access over a billion colors and reproduce each one with the subtle differences seen in the real world. It can detect color from saturation, hue and brightness to deliver natural shades in every detail, especially in greens and reds. Our Cognitive Processor XR enhances pictures in the same way as your eyes focus for real life color and depth. By precisely balancing light output across the screen, dimming some areas and boosting others, XR Contrast Booster adjusts brightness for higher peaks in glare and deeper blacks in shadow. Scenes look more real with extra depth and detail. With XR 4K Upscaling, you'll enjoy entertainment close to 4K quality, whatever the content or source. Our Cognitive Processor XR accesses a vast amount of data, intelligently recreating lost textures and detail for real world pictures. Watching sports and fast-moving movies just got a whole lot better. Our Cognitive Processor XR with XR Motion Clarity analyzes motion across several frames to ensure action stays smooth, bright and clear. Our Acoustic Multi-Audio technology includes sound positioning tweeters to ensure high frequency sounds come from the right place in the scene, precisely matching what's on screen. With X-Balanced speakers, you'll hear clear, high quality sound. With BRAVIA XR, everything you watch gets the true surround sound treatment. XR Surround virtually creates surround sound from the sides and vertically using just the TV speakers, so you can experience 3D audio without the need for in-ceiling or up-firing speakers. Our BRAVIA XR TVs are also compatible with Dolby Atmos.