Sony revealed Thursday that it is now accepting pre-sale purchases of its 77-inch Bravia XBR-77A1E 4K Ultra HD OLED TV and unveiled two new 4K HDR Ultra HD LED-LCD TV series in the X720E and X690E.

The 77-inch Sony Bravia XBR-77A1E marks the largest screen-size offering in Sony’s premiere large-format OLED TV assortment. The ultra-thin, flat-panel OLED model carries a $17,999.99 street retail price. Pre-sales have begun with delivery and in-store availability slated to begin in late July through authorized Sony dealers including Amazon and Best Buy.

Pre-sales have also begun for Sony’s new X720E and X690E 4K Ultra HD LED-LCD TVs. The X720E series will be available at retail in late June and the X690E will hit stores in early August, Sony said.

The X720E series will include the 43- ($599.99 street retail); 49- ($699.99) and 55-inch ($799.99) screen sizes.

The X690E series will include the 60- ($999.99 suggested retail) and 70-inch ($1,799.99) screen sizes.

Both series feature the ability to display 4K HDR content with brighter specular highlights and an expanded color gamut. They also include Sony’s acclaimed 4K X-Reality PRO upscaling system for presenting in high quality lower-resolution content in the expanded 3840×2160 pixel resolution format.

Read more about Sony’s 77-inch A1E 4K OLED TV and the X720E and X690E 4K LED-LCD TVs after the jump:

The TVs feature edge-lit LED LCD panels with frame dimming and native 60 HZ refresh rates. The models also include Sony’s MotionFlow XR refresh rate technology, which allows the display of clear fast-moving action sequences using frame blinking edge-light techniques.

Other common features include Dynamic Contrast Enhancer that adds more texture and energy to images with brighter highlights, deeper blacks, and more natural tonal gradation, Sony said.

For built-in sound the X720E and X690E TV series feature Sony’s ClearAudio+ technology, which is designed for improved clarity and separation. Other features include a remote control with quick access to YouTube and Netflix from dedicated buttons to stream content through the built-in Opera TV OS smart TV platform. The sets also offer a hidden-cable routing system for a clean look, uncluttered by wires.

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Meanwhile, 77-inch OLED along with other screen sizes in the XBR-A1E series offers 4K HDR with support for the HDR10, Hybrid Log-Gamma, and Dolby Vision (coming through a firmware update). The technology produces some of the best black levels available in a consumer display, and a wide contrast ratio enabled by Sony’s 4K HDR Processor X1 Extreme processor, which extends the capability of OLED.

All of Sony’s new OLED models also include built-in Android TV smart TV OS and the innovative Acoustic Surface technology, which turns the thin-panel screen into a vibrating stereo speaker set, which produces highly directional sound that seems to follow objects around the screen.

Cosmetically, the OLED sets also include an edge-to-edge stand-less form design, that looks like a picture floating in space.

The technology uses 8 million self-illuminating pixels, which greater localized brightness control at the pixel level for greater luminance accuracy. It also offers the widest viewing angles available from current flat-panel technology.


By Greg Tarr


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