I was a little bit disappointed by the Bravia 9, but I think Sony's 2025 flagship TV could be very special

[What Hi-Fi?]

Could 2025 be the year of the Sony Bravia 10 OLED TV?

I was a little bit disappointed by the Bravia 9, but I think Sony's 2025 flagship TV could be very special : Read more

 

[simontompkins]

I'm still really confused by Sony. On the one side we have the A95L which consistently comes across as a stellar TV. What's more, Sony kept the A95L going and almost two years later it comes out as even better, by many reviewers, as better than (for example) the G4. Better of course in terms of pure picture quality but the 77 inch A95L has stayed consistently a couple of grand more than competitors.
It's like Sony saying we can keep a two year old TV that's still better than your latest TV (even if it is more expensive)
However, on the other hand I found the Bravia 9 a really strange implementation. For example, What HiFi gave it a goodish review but said that it had issues and in fact in the best 65 inch TVs What HiFi put the Bravia 8 at the top of the list with the Bravia 9 not even on the list.
I looked at the LG G4 and for 'wow' factor it comes really close to the A95L - for my money it would be a choice between a brighter TV with a fantastic picture (G4) or a slightly dimmer picture (which is bright enough anyway) but with a more nuanced picture. It's really close but there's something about the A95L's processing that has a subtlety I believe the G4 just misses.
I know there's always a new TV round the corner but it did look to me like last year was a watershed year - the A95L 77 inch was a good two grand more than rivals and there was clearly issues around OLED technology. Convergence and divergence is always a circle in technology but I've been in no hurry to buy a set and I just think that LG, Samsung and Phillips get so close to the A95L I just thought I'd wait until this year to see what happens.
Look at Samsung's S90D reviews - the oddity here is that Dolby Vision HDR is not on the TV yet it has great reviews across the web. That said to me is that while Dolby can be great it doesn't stop a TV without it being better than a TV with it.
Not to leave out Phillips, just to note I popped into Richer Sounds at Christmas and they said if money was no object they's probably go for the A95L but to be honest they said they are in the shop for months and for them the standout TV is the Phillips 809 - they said it was the most 'watchable' picture. It was a toss up and some in the shop said it so close they'd actually go for the Phillips. Another temptation but while it has great picture reviews it doesn't rate that high for upscaling.
So here we are in 2025, I'm hoping that the main players release TVs that are better than the A95L and then Sony will be in a bit of quandary as I can't see many people playing two grand more for a a77 inch when the difference in picture quality is even smaller than it has been. Also Hisense and TCL will surely help to bring prices down.
In any case 2025 looks a great year for TVs - can't wait to see the reviews from your good selves.

 

[Harish_Hyderabad_India]

For over 25 years, I have remained loyal to the Sony brand, drawn to its unwavering commitment to superior product quality, reliability, long-lasting durability, and minimal repair issues, particularly in the TV lineup.

I was excited to experience the Sony Bravia 9 TV; K-85XR90. While this TV excels in video/picture quality and capabilities. There are several areas that require paramount improvement.

Picture Quality: A Double-Edged Sword
The TV's picture quality is exceptional, but it comes with a caveat. To fully appreciate its capabilities, the TV must be placed in a closed, dark room. Any ambient light will cause reflections on the screen, reminiscent of a mirror. To address this, Sony should incorporate a 100% haze factor, similar to their professional display model BZ 53L/BZ 50L.

Audio Quality: A Missed Opportunity
Despite boasting multiple speakers with 70W output, the audio quality is average at best. The primary issue lies in the speaker placement – all speakers are placed in the back panel, back-firing, causing sound waves to bounce off the decorum cardboard/acoustic panel, resulting in a dry, dull, and low-quality sound output. The sound settings are also confusing and not user-friendly, catering more to traditional users who prefer low, quiet sound effects rather than those seeking a cinematic experience.

The Immersive Audio Paradox: Separating Reality from Hype
Despite the proliferation of advanced speaker technologies, such as surround firing, beam firing, and object-based audio, the promise of cinematic, immersive sound remains elusive. In reality, even with genuine Dolby Atmos and DTS: X content, the immersive sound experience falls short of expectations. Poor dialogue intelligibility in action scenes and low-pitch vocals, hard to hear, understand, and follow, no matter you tweak in all sound settings like voice zoom, dialogue enhancer, equalizer, etc… In essence, the immersive audio experience often devolves into a familiar old-school stereophonic effect-a far cry from the stated cinematic experience-“ Cinema is Coming Home “!

Calibration Mode
Netflix and Prime Video's Calibration Modes are touted as unique selling points, offering users a personalized viewing experience. However, our experiences suggest that these calibration modes are not foolproof and require manual fine-tuning to achieve optimal results. Hence, room for improvement exists in calibration mode algorithms and user interface.

Connectivity Limitations
The TV's connectivity options are limited, with only two HDMI ports supporting 2.1. Furthermore, the Ethernet connectivity speed is capped at 100 Mbps, a significant drawback.

Conclusion:
At its premium price point, the Sony Bravia K-85XR90 falls short in several areas. To make it a game-changer, Sony must address these shortcomings

Improve screen reflectivity with a 100% haze factor
Redesign speaker placement for better sound quality
Simplify sound settings for a more user-friendly experience
Increase HDMI ports with 2.1 supports
Upgrade Ethernet connectivity speed

By implementing these changes, Sony can create a truly exceptional TV that justifies its premium price.