Dubai, United Arab Emirates, July 22, 2020:  Responding to the rapid growth of gaming in the region, Sony Middle East & Africa has pitched its X90H HDR Full Array LED TV series as a great companion piece to the forthcoming next generation consoles. The X90H mid-range TV offers a compelling mix of Sony’s signature picture quality, ingenious sound design and ease of use in four screen sizes: 85”, 75”, 65” and 55”.

 

PlayStation® console system and vertical stand sold separately 

 

“Research shows the GCC gaming market is expanding exponentially and is estimated to be worth USD821 million by 2021 ,” highlighted Shuichi Mugitani, Head of Marketing, Sony Middle East and Africa. “As we get ready to welcome the upcoming next generation gaming consoles, the X90H series is the perfect solution to meet all home entertainment needs – not only does it deliver a cutting-edge gaming experience but also a rich, immersive streaming and broadcast viewing experience, all in a single screen.”

 

The X90H series supports 4K 120fps high frame rate and fast response time via HDMI inputs to deliver their maximum performance. The X90H TVs also incorporate Sony’s premium Full-Array Local Dimming and Boosting technology, which dynamically changes the light levels in sections of the screen depending on the content, resulting in a dramatic increase in contrast and brightness. 

As screen size gets larger, motion blur can be noticed – especially in fast-moving scenes such as football games. The X90H series resolves this issue by using Sony’s X-Motion Clarity™ technology, which utilises Sony’s proprietary direct LED local dimming and backlight boosting algorithm to control the brightness and optimise its duration. Therefore, even fast-moving content – such as in sports and fast action scenes – looks sharp, bright and clear with virtually no loss in brightness. 

In the sound department, the X90H series TVs come equipped with Acoustic Multi-Audio™ (in 65” models and above), which includes two sound positioning tweeters at the back of the TV that enable sound to follow the action on the screen for a truly immersive experience. Additionally, designed to complement the sound quality and slimness of the TV with its unique new shape, Sony’s X-Balanced Speaker drives movies and music with clear sound. 

 

The X90H TVs continue to deliver a superior streaming experience with Netflix Calibrated Mode – specially developed to enjoy Netflix originals and reproduce the same picture quality on a TV as on a studio evaluation master. With Netflix Calibrated Mode, the director's vision and intent is faithfully preserved.

 

The X90H line-up features Android TV™ with Google Play Store and Chromecast built-in, which offers users easy access to content, services and devices via its extensive platform. 

 

Sony’s original user interface menus and voice controls are also enhanced for better daily use. Apple® AirPlay® 2 users can stream movies, music, games and photos to their television right from their iPhone®, iPad® or Mac®. The Apple HomeKit™ technology provides an easy, secure way for users to control their television from their iPhone®, iPad® or Mac® .

 

Key features Sony XH90 4K HDR Full Array LED TV

Screen sizes: 85”, 75”, 65” and 55”

 4K HDR Processor X1™ reproduces more depth, textures and natural colours with Object-based HDR remaster technology

 Features full-array local dimming backlight with X-tended Dynamic Range™

 Offers Acoustic Multi-Audio with X-Balanced Speaker (65” model and above only; X-Balanced Speaker will be utilised in all inch sizes)

 TRILUMINOS™ Display reproduces the subtle nuances of colour, light and gradation from video lens to living room

 Dolby Vision™ and Dolby Atmos™ compatible

 Diamond cut bezel for slim design

 Works with Smart Speakers

 Easy connectivity to most devices, including Apple® AirPlay® 2, HomeKit™

 Quick access to an array of content and services with Android TV

 4K 120fps compatible (via a future software update) – ready for next generation consoles

 Netflix Calibrated Mode ensures cinematic fidelity for the viewing experience on Netflix. Developed by Sony picture quality engineers in collaboration with Netflix colour scientists, Netflix Calibrated Mode delivers picture quality approaching that of a master monitor used for standard reference in motion picture production studios

 Custom Mode, along with Sony's other calibrated viewing modes, provides various viewing options to suit customers’ tastes while faithfully preserving the creator’s intent

 

Availability and Pricing

The XH90 4K HDR TVs are now on sale in the UAE:

 

  Model UAE 

55' KD55X9000H AED 3,699 

65' KD65X9000H AED 5,699 

75' KD-75X9000H AED 7,999 

85' KD85X9000H AED 8,499