SONY

98 XR98X90LU Bravia XR 4K TV

Seeking to block out the chaos on your morning commute with a pair of noise-cancelling headphones? Or perhaps electrify your nocturnal gaming sessions with a cutting-edge controller? Either way, Sony has you covered with its ever-expanding emporium of electronics. Go from a tennis champion to a racing rebel with our curated selection of games. Or, if you're more of a music admirer, peruse powerful portable speakers and state-of-the-art audio systems.

Amazing brightness. Piercing contrast.
Vivid. Bright. Crisp. See breathtakingly beautiful pictures full of realistic depth on our Full Array LED screen powered by Cognitive Processor XR™.

Intense contrast, feel the depth
Cognitive Processor XR™ controls the backlight of our Full Array LED in zones for ultra-realistic contrast in bright and dark areas simultaneously.

Sound harmonised. Pictures synchronised.
Whatever you’re watching, Cognitive Processor XR™ reproduces sound that perfectly matches the action.

Game time. Be invincible.
Our BRAVIA XR™ TVs capture the awesome graphics and soundscapes of today’s games. Want more? Pair with a PlayStation®️5 console for absolute immersion.

Designed slim. Machined in metal.
Sleek, seamless and sophisticated. But the real beauty of this TV is how it focuses you on what’s important – the picture.

Everything upscaled close to 4K quality
Whatever the content or source, images are upscaled close to 4K. XR 4K Upscaling accesses a vast database to intelligently recreate lost texture and detail.