Sony XR50X90SU Black 50' Led 4K Hdr10 Dolby Vision + Atmos Full Array 100Hz Cognitive Processor Xr

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 analysing images to give real life depth, extraordinary contrast and beautifully vivid colours.

Powered by our Cognitive Processor XR™, XR Triluminos Pro enables X90S to access over a billion colours and reproduce each one with the subtle differences seen in the real world. Together with our wide colour gamut panel and human-centric processor, it can detect colour from saturation, hue and brightness to deliver natural shades in every detail.

Our Cognitive Processor XR™ enhances pictures in the same way as your eyes focus for real life colour 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™ analyses 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. The sound positioning tweeters on this BRAVIA XR Full Array LED TV match sound precisely with what’s on screen for a truly immersive experience.

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®.

Paired with Sony audio equipment, our latest BRAVIA XR TVs go even further, bringing you an unmatched audio-visual experience with outstanding XR picture and sound quality.

Tailor your Dolby Atmos® experience by combining our SRS-NS7 wearable speaker with BRAVIA XR™ for spatial surround sound. With selected Sony headphones, you can also enjoy the simulated surround of 360 Spatial Sound using Wireless Transmitter WLA-NS7 (sold separately).

Hear TV dialogue more clearly without turning up the volume. Even if speech is difficult to hear, Voice Zoom 2 detects the type of voice, analyses it and enhances its clarity.

Sit back and enjoy an enthralling viewing experience. Our unique ambient optimisation technology with light sensor automatically adjusts picture and sound to your environment.

Connect your BRAVIA XR TV with BRAVIA CAM, sold separately, for an even more immersive viewing experience. BRAVIA CAM recognises where you are in the room and how far you are from the TV, then adjusts sound and picture settings so they're just right. Audio is clearer with picture brightness tailored to your viewing environment.

You're always in the best seat in the house with BRAVIA CAM. It recognises where you're sitting and optimises the picture and sound accordingly. There's also gesture controls and many other fun, new experiences waiting to be explored.

Catch up with your friends and family on the big screen. Enjoy more fun when you pair your TV with BRAVIA CAM.

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 personalised recommendations on what to watch by saying, "Ok Google, what should I watch?". Even get answers on screen, control smart home devices, and more.

We've completely redesigned our remote for effortless control of your TV, day or night. Our new premium remote is easy to use, with simplified buttons and a backlight so you can see everything clearly, even in the dark. Designed compact in aluminium, this remote has a beautifully refined look and is comfortable to hold in the hand too.

Never lose your remote behind sofa cushions again. With the Finder function, you simply need to say "OK Google, find my remote" or press the button on the side of your TV to activate your missing remote. The remote will ring, enabling you to quickly locate it.

Designed with a flush surface featuring lower buttons and a special polyurethane coating, our remote is easy to wipe and keep clean. All buttons are specially coated with antibacterial material.

Designed with a flush surface featuring lower buttons and a special polyurethane coating, our remote is easy to wipe and keep clean. All buttons are specially coated with antibacterial material.

Our BRAVIA XR TVs are not only designed for an immersive viewing experience but also with the environment in mind. We are committed to reducing the use of virgin plastic in the production and packaging of our TVs. The X90S uses up to 30% of sustainable material in its frame and our unique recyclable plastic SORPLAS™ with an industry-leading recycle rate of 89% for components.