Sony Premium 4K HDR UHD TVs Meet the Market
Sony has presented for pre-sale, beginning Feb. 16, three new premium series of 4K High Dynamic Range (HDR) Ultra HD TVs that are powered by Sony’s Processor X1 4K advanced image engine. The new series, XBR-X850D, XBR-X930D and XBR-X940D, are being deployed in a North American market where overall 4K Ultra HD TV unit sales, according to analysis based on Sony and NPD research, are expected to continue ballooning from last year’s 7.3 million units to reach 17.8 million for 2017. The sets will be available beginning in March at Amazon.com, BestBuy.com, and other authorized Sony dealers nationwide.
The new sets, which will be HDR-content-capable, will carry Sony’s exclusive black-and gold 4K HDR Ultra HD logo – a logo that is similar in look to the Hi-Res Audio logo in use for high-resolution audio products. Sony said it will be carried on all Sony’s HDR-compatible products and services, and it will mean that the TVs and other products so designated meet the Consumer Technology Association’s HDR definition criteria.
Sunil Nayyar, director and head of TV business, home entertainment and sound for Sony Electronics, explained at a press briefing ahead of the start of pre-sale activity that Sony opted to create its own logo to convey the premium nature of the new TVs instead of seeking to use the UHD Alliance’s newly devised Ultra HD Premium logo at this time, because “the Alliance [logo] is only for televisions… We want to tell consumers we are the leaders in HDR” by creating an umbrella logo that extends beyond TVs to all of Sony’s HDR-compatible products and services, he stated. “4K is most important today for consumers. Tomorrow? HDR. Which company will be able to communicate HDR easily to consumers? We believe it will be us.” Nayyar said it had not yet been decided whether Sony would apply for UHD Alliance certification.