Sony has expanded its premium television lineup in India with the launch of its largest screen yet—the 98-inch BRAVIA 5 series model, K-98XR55A. Featuring advanced Mini LED technology, the new TV is designed to deliver an immersive, cinema-like viewing experience in the comfort of home.
At the heart of the BRAVIA 5 is Sony’s Cognitive Processor XR, which leverages both artificial intelligence and cognitive intelligence to replicate human visual and auditory perception. This processor enhances detail, colour accuracy, and motion handling, ensuring a lifelike display. Complementing this is the XR Backlight Master Drive technology, which enables precise local dimming and high dynamic range (HDR), delivering deep blacks and bright highlights.
The television supports Dolby Vision and Dolby Atmos, elevating both picture and sound quality. To further enhance content accuracy, it includes Studio Calibrated Modes—such as Netflix Adaptive Calibrated Mode, Sony Pictures Core Calibrated Mode, and the newly added Prime Video Calibrated Mode, which extends calibrated settings even to live sports broadcasts.
Integrated with Sony Pictures Core, the TV provides access to a curated library of Sony Pictures films, including IMAX Enhanced titles, all in near 4K Blu-ray quality.
The BRAVIA 5 98-inch model is priced at ₹6,49,990. As part of a limited-time launch offer, customers can avail of a ₹25,000 cashback on select credit cards and opt for a no-cost EMI plan of ₹19,995 per month. Sony is also offering a three-year comprehensive warranty.
The television is available for purchase starting July 23 through Sony retail stores, authorised electronics outlets, Sony’s online store (www.ShopAtSC.com), and leading e-commerce platforms.
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