A Sony ‘Object of Sensation’ at CES 2016: a 4,000-nit 4K LCD TV Prototype
Kazuo Hirai, Sony Corp. CEO, stated at last week’s CES that a goal this year at his company was to create products that exhibit “quality, innovation and reliability” embodying “curiosity, playfulness and challenging the status quo” – in short, making “objects of sensation.”
One of the most prominent examples of this strategy took up a very busy corner of the company’s Las Vegas Convention Center booth space: a 4,000-nit prototype 85-inch TV displaying the company’s 4K LCD Master Drive backlight boosting technology, which uses high-density direct LED backlights and over 1,000 individual local dimming zones to yield ultra-peak-brightness and High Dynamic Range (HDR) performance.
Sony also announced several ready-for-market HDR-compatible TVs: the 4K Ultra HD XBR-X930D/XBR-940D, and the XBR-X850D series. Moreover, the company will brand these TVs with a new 4K HDR Ultra HD logo, which will be carried across to all Sony 4K HDR UHD-compatible products including content and other display devices and hardware, said Sony Electronics’ Mike Fasulo, president and COO.