Sony launches 98-inch BRAVIA 5 in India, starting at Rs 6,49,990

Sony has launched its most expansive television to date in India, introducing the impressive 98-inch BRAVIA 5 series model, known as the K-98XR55A. This new television is designed to provide a cinematic experience in the comfort of home, featuring the latest Mini LED technology along with a suite of premium functionalities. At the heart of the BRAVIA 5 is Sony’s innovative Cognitive Processor XR, which is engineered to replicate human perception, enhancing detail, color vibrancy, and motion clarity. Additionally, the TV supports advanced sound and picture technologies such as Dolby Vision and Dolby Atmos, ensuring an immersive viewing experience. One of the standout features of the K-98XR55A is its Advanced AI Processor XR, which utilizes both artificial and cognitive intelligence to optimize content dynamically as it plays. This allows for a more tailored viewing experience, adapting in real-time to the specific content being displayed. The television also boasts XR Backlight Master Drive technology, which delivers precise LED dimming and superior high dynamic range performance, promising brighter highlights and deeper black levels. For audio and visual precision, it includes a Studio Calibrated Mode, which features Netflix Adaptive Calibrated Mode, Sony Pictures Core Calibrated Mode, and the newly added Prime Video Calibrated Mode, ensuring optimal playback even for live sports. Furthermore, the device integrates Sony Pictures Core, the company's streaming service, providing access to a vast library of films, including those enhanced for IMAX, all in near 4K Blu-ray quality. In terms of pricing, the BRAVIA 5 is set at ₹6,49,990. As part of a special launch promotion, buyers can enjoy a cashback offer of ₹25,000 with selected credit cards, along with an EMI payment option of ₹19,995 per month. To enhance customer confidence, Sony is also offering a three-year warranty with the purchase. The television will be available starting July 23 at Sony retail locations, authorized electronics dealers, Sony’s online store (www.ShopAtSC.com), and various leading e-commerce platforms.