High dynamic range (HDR) was going to be the overarching theme for TVs
at CES 2016 and true to the word, Sony has announced three new
ultra-thin Android TV models with what it terms "the highest standard in
picture quality" and the 'Ultra' 4K streaming service for Bravia owners at the event in Las Vegas.
"Sony knows HDR from the lens to the living
room - we were among the first to use cameras that film in 4K and HDR,"
president and COO of Sony Electronics Mike Fasulo said in a statement.
two higher-end new Bravia TVs - the XBR-X930D and XBR-X940D - will be
available in varying sizes: 55 and 65-inch for the former and 75-inch
version for the latter. The X930D comes with Sony's new "Slim Backlight
Drive" technology which is fancy talk for grid array local dimming
backlighting while keeping a slim profile. In plain speak that
translates to a better distribution of the LED light source, so you're
less likely to come across brighter centres and darker corners but
without making your TV any thicker.
The upgraded model meanwhile -
the X940D - opts for a more fashionable full-array direct backlit LED.
Sony says the X930D and X940D are so thin that if you decide to
wall-mount them, they will appear to be part of the wall itself.
for the X850D, the third and last new one unveiled at CES 2016, it will
come in all the aforementioned sizes plus an 85-inch avatar. Being the
slightly cheaper one, it misses out on the backlighting structure and
Sony's X-tended Dynamic Range Pro feature which the company says can
enhance HDR content even further.
A lack of sufficient content has
always been the problem for 4K TVs in general, and the Japanese
conglomerate said it's looking to solve that by launching its own
service called 'Ultra'. Amazon was the first one to offer 4K HDR content
with titles such as The Man in the High Castle, and Sony will follow it
up with the Ultra app - launching first in the US this year - that will
allow 4K HDR Bravia owners buy and stream movies and TV shows which are
under the purview of Sony Pictures.
And in line with everyone
trying to make their huge and expensive device a hub for all of your IoT
infrastructure at home, Sony says you can control more than 270,000
devices from the TV remote, similar to Samsung's announcement
for its own remote control for smart TVs in 2016. With support for
Android TV, the new Bravia lineup will support casting from your
smartphone or laptop, as well as voice-enabled search.
mention pricing during its event on Tuesday night in Las Vegas, but
judging by earlier models expect it to start around Rs. 2,00,000 for the
55-inch X850D and stretching to Rs. 7,00,000 for the top-end 75-inch
X940D. All the three new models will be available in the US in "early
2016" so they should arrive in India before the end of August.