Television has come a long way since Philo Farnsworth was issued the first patents for electronic television in 1927. Color TV was first shown in 1941 and the Rose Bowl parade was broadcast New Year's 1954 in all electronic color.
     All color televisions from all manufacturers used the shadow mask three gun picture tube. That is, until Sony invented a totally different picture tube in 1968, called the Trinitron. In 1985 Sony showed a prototype, flat screen TV that was a combination of a plasma and LCD.
     Sony made the first 1080 full HD TV. Sony made the first LED TV. Sony made the first 4K TV.
    And Sony makes the broadcast, and film origination cameras, that create the pictures you see on the news, on football games and in the movies.
      Sony's long history of  innovation and in house parts manufacturing, software and devotion to quality resulted in some of the best plasma, LCD and LED TVs. And a lot of it has to do with the processing.

     The New Sony XR Cognitive Processor...
        Introduced this year, the new Sony XR Cognitive Processor combines artificial intelligence with cognitive intelligence. The Cognitive Processor knows what is important in the picture frame, for example a person's face. Your eyes go to the face first. This processor makes sure the skins tones are accurate, along with other parmeters. It simultes the way the brain operates analyzing multiple elements at one time for the best possible image.
       The XR Processor also enhances sound quality. It vectors the sound to match the source of the sound on the screen. It also upscales a 2 channel stereo sound track to 5.1 or 5.1.2 Dolby Atmos. 3D surround sound.
     This new processor understands an unprecented amount of data to optimize every pixel, every object (object by object), every scene and frame for the most lifelike picture and sound.

Object by Object Dual Data Base
     When you watch the Saints, almost every picture shown is shot with a Sony broadcast camera. The PBS News Hour, Lester Holt NBC, Saturday Night Live all use Sony broadcast cameras. Many motion pictures use Sony film origination cameras. These professional cameras produce the best pictures in the industry.
     Thousands of these pristine images are actually store in the Sony XR Processor. When a video image comes into the processor, it is run through this extended database of perfect images twice. The processor determines what incoming video matches best with the pristine images in the processor chip, and directly cross analyzes to improve ... object by object, the clarity, the contrast, the color and to upsample a HD signal to 4K.
     While other brand TV upsample and improve the picture, they do not actually compare store pristine images with the incoming image, and correct the picture based on the entire video frame, not object by object.

Full Array Backlight
     Most LED TVs, including lesser expensive Sony models, have a row of LEDs on the right side and a row on the left. Through light guides the LEDs light up the screen. When the LCD pixels opaque, they stop the light and create black on the screen. When each pixel lets all the light through you see white. Red, green and blue pixels vary the light and create the color picture. Most LED TVs are edge lit.
Instead of a row of LEDs along the edge, the Full Array Backlight has LEDs behind the screen. So, if you have a bright object, like a setting sun, the LEDs behind the sun, put out more light than the LEDs elsewhere on the screen. This is called Local Dimming. It dramatically increases the contrast.

New Sony XR 90J
with New XR Object Based Cognitive Processor...
Now in Stock or Available from Sony in Two Days
XR-50X90J 50in $1099
XR-55X90J 55 in $1299
XR-65X90J 65 in $1599
XR-75X90J 75 in $2400
Please check store for latest prices. We have the same price as Costco, Amazon or Best Buy ... plus Sound Advice