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Our amazing 4K Full Array LED TV powered by Cognitive Processor XR™ delivers intense contrast. A newly designed local dimming structure brings scenes vividly to life.<br><br><b>Amazing brightness. Piercing contrast.</b><br><br>Vivid. Bright. Crisp. See breathtakingly beautiful pictures full of realistic depth on our Full Array LED screen powered by Cognitive Processor XR™<br><br><b>Intense contrast,feel the depth</b><br><br>Cognitive Processor XR™ controls the backlight of our Full Array LED in zones for ultra realistic contrast in bright and dark areas simultaneously.<br><br><b>Sound harmonised. Pictures synchronised.</b><br><br>Whatever you’re watching, Cognitive Processor XR™ reproduces sound that perfectly matches the action.<br><br><b>Game time. Be invincible.</b><br><br>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<br><br><b>Designed slim. Machined in metal.</b><br><br>Sleek, seamless and sophisticated. But the real beauty of this TV is how it focuses you on what’s important – the picture<br><br><b>Contrast intensified.Depth amplified.</b><br><br>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.<br><b><br>Extended colour volume, now see every shade and hue<br></b><br>Over a billion colours reproduced with the subtle differences seen in the real world. Powered by our Cognitive Processor XR™, XR Triluminos Pro™ with a wide colour spectrum delivers natural shades in every detail.<br><br><b>Everything upscaled close to 4K quality</b><br><br>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.<br><b><br>Less noise. Less blur. More clarity in every picture.<br></b><br>XR Clear Image reduces noise utlilising zone division and dynamic frame analysis, and minimises blur.<br><br><b>Intelligent motion processing for fast-moving, blur-free scenes</b><br><br>By analysing motion across several frames, Cognitive Processor XR™ with XR Motion Clarity™ ensures fast-moving sports and action-packed movies stay smooth, bright and clear.<br><br><b>Synchronised. Sound and picture harmony.</b><br><br>Hear sound straight from the screen, perfectly matching the action. Cognitive Processor XR™ turns any sound immersive with more precise sound position.<br><br><b>What you hear matches what you see</b><br><br>With Acoustic Multi-Audio™, it feels as though sound is coming from the right place in the scene, precisely matching visuals. Far more immersive than conventional TVs where sound comes from beneath the screen.<br><br><b>All your entertainment upscaled to 3D surround sound</b><br><br>XR Surround virtually creates surround sound using just the TV speakers for 3D audio without in-ceiling or up-firing speakers. Our BRAVIA XR™ TVs are also compatible with Dolby Atmos®.<br><br><b>Clear Voice.Precise dialogue.<br></b><br>Voice Zoom 2™ detects voices, analyses them and improves their clarity. With enhanced filtering, ambient elements are suppressed so you can hear even faint TV dialogue clearly.<br><br><b>- Acoustic Center Sync</b><br><br>With Acoustic Center Sync, you can turn both your compatible BRAVIA and the soundbar into a centre speaker. Precisely matching what you hear with what you see on your screen further immerses you in your home entertainment<br><br><b>Ready for 360 Spatial Sound Personalizer</b><br><br>Tailor your Dolby Atmos® experience by combining our SRS-NS7 wearable speaker with BRAVIA XR™ for spatial surround. With some Sony headphones, you can also get the simulated surround of 360 Spatial Sound<br><br><b>Auto HDR Tone Mapping </b><br><br>Auto HDR Tone Mapping instantly optimises HDR settings during your PS5™ initial setup. Even in dark shadow and bright highlights, you’ll see fine details and true colours.<br><br><b>Auto Genre Picture Mode</b><br><br>BRAVIA XR™ automatically switches into Game Mode with PS5™ to minimise lag and maximise responsiveness. It switches back to Standard Mode when watching movies for more expressive scenes.<br><br><b>One place for all your game settings</b><br><br>Never has it been easier to fine-tune your game status, settings and assist functions. All the essentials are at your fingertips for ease and comfort<br><br><b>What you want to watch all in one place</b><br><br>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<br><br><b>Bring the cinematic experience home, enjoy movies included with BRAVIA™</b><br><br>Explore today's top movies, instantly. With BRAVIA CORE™, you can redeem up to 10 movies and stream for up to 24 months. Our exclusive movie content service with Pure Stream™ and IMAX® Enhanced delivers stunning visuals and expressive sound.<br><b><br>Bring the cinematic experience home, enjoy movies included with BRAVIA™</b><br><br>Explore today's top movies, instantly. With BRAVIA CORE™, you can redeem up to 10 movies and stream for up to 24 months. Our exclusive movie content service with Pure Stream™ and IMAX® Enhanced delivers stunning visuals and expressive sound<br><br><b>Just use your voice to control your TV with help from Google<br></b><br>Your TV is more helpful than ever. Ask Google to find movies, stream apps, play music, and control the TV - all with your voice. Even get answers, control smart home devices, and more. Just say “Ok Google" to get started<br><br><b>Do more on your TV with your voice with Google</b><br><br>Your TV is more helpful than ever. Ask Google to find movies, stream apps, play music, and control the TV - all with your voice. Even get answers, control smart home devices, and more. Just press the Google Assistant button on your remote to get started.<br><br><b>Just say what you want to see</b><br><br>Find favourites faster with voice search. Jump right to a show or movie just by saying it or try browsing with a voice search like “find action movies". Just say “Ok Google" to get started<br><br><b>Say what you want to see</b><br><br>Find favourites faster with voice search. Jump right to a show or movie just by saying it or try browsing with a voice search like “find action movies". Press the voice button on your remote to get started.<br><br><b>Kids Profile</b><br><br>With Kids Profile, you call the shots. This special feature helps you guide children to age-appropriate content, in a space that’s all their own. Set kid-friendly filters for apps, movies and shows. Limit how long they can watch and easily set bedtime<br><br><b>Control your smart home with help from Google</b><br><br>Use your voice to create the perfect viewing environment. Control smart home devices throughout your home. Adjust room temperature, lighting, see who’s at the front door, and more. <br><br><b>Easy to wipe,always stays clean</b><br><br>Say goodbye to dirt and dust. 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<br><br><b>Easy to wipe,always stays clean</b><br><br>Say goodbye to dirt and dust. With a flush surface featuring lower buttons and a special polyurethane coating, our remote is easy to wipe and keep clean.<br><br><b>A handy way to control your TV</b><br><br>As easy as a flick of the fingers. Gesture Control enables you to change channels, adjust volume and more using simple gestures, no remote required.<br><br><b>Proximity Alert<br></b><br>Keep your kids a step back. Proximity Alert allows you to set a recommended viewing distance for your child and alerts them if they get too close to the TV<br><br><b>Video chat on a bigger screen</b><br><br>Catch up with friends and family on a bigger screen when you pair your TV with BRAVIA CAM™.<br><br><b>Video chat on a bigger screen</b><br><br>Catch up with friends and family on a bigger screen when you pair your TV with BRAVIA CAM™<br><br><b>Optimising brightness and power consumption<br></b><br>Ambient light sensing optimises screen brightness to room conditions for efficient power usage. Every part of a picture is optimised based on the brightness of each image.<br><br><b>All your eco in one place</b><br><br>The Eco Dashboard keeps all eco-related settings in one place, making it easy to change them individually or in one go.<br><br><b>Beautiful design. Made durable. With less virgin plastic.</b><br><br>Sony-developed SORPLAS™ recycled plastics are used in our TVs to minimise virgin plastics, maintain durability and achieve the beautiful high gloss black finish synonymous with BRAVIA™. What's more, our new packaging uses around 45 less plastic volume.<br>SORPLAS™ may not be used for parts depending on the time of production.<br>SORPLAS™ usage depends on product and varies by region and country.<br>[FN|Compared to FY18 models. The ratio may vary by model and size.<br><b><br>Less packaging. Less CO2.</b><br><br>Our new packaging is 15 smaller and 12 lighter which optimises transport efficiency and reduces CO2 emissions by as much as 15.[FN|Compared to FY18 models. The ratio may vary by model and size.<br><br><b>Seamless Edge.Almost no bezel.</b><br><br>Designed in outstandingly slim aluminum, this premium design focuses your eyes on what's important - the picture.<br><b>Prestige 3-way stand, stylish and versatile</b><br><br>A 3-way stand gives you the choice of a standard setting that focuses you on the picture, narrow setting for smaller shelves and soundbar setting for ideal positioning of your sound system<br><br><b>2-way stand,smart and versatile</b><br><br>Choose from a standard setting that focuses you on the picture or soundbar setting for ideal positioning of your sound system<br><br><b>Aluminium Slim Wedged Stand<br></b><br>The stand is a new design with a diamond-shaped cross-section, which makes the appearance even thinner and lighter. A beautifully coordinated look.<br>Sony XR-98X90LAEP. Display diagonal: 2.49 m (98"), Display resolution: 3840 x 2160 pixels, HD type: 4K Ultra HD, Display technology: LCD, Screen shape: Flat, LED backlighting type: Full-Array. Smart TV. Motion interpolation technology: XR Motion Clarity, Native aspect ratio: 16:9. Digital signal format system: DVB-C, DVB-S, DVB-S2, DVB-T, DVB-T2. Wi-Fi, Ethernet LAN. Product colour: Black