ERT AWARDS 2021


January 2022 ertonline.co.uk


Best New Product – Consumer Electronics Winner BRAVIA TV Line-up 2021


Sony 34


In January 2021 Sony announced the introduction of a new processor for its latest BRAVIA TV line-up – the Cognitive Processor XR – and feedback has been positive from retail partners and consumers. The incorporation of the new XR processor demonstrates Sony’s ability, it says, to introduce new, ground-breaking technologies that provide consumers with the best possible viewing experience at home. And retailers voted for Sony’s BRAVIA TV line-up to be the Best New


Product in Consumer Electronics at the ERT Awards 2021! “The team is thrilled to have won this award,” comments Nick Roos, TV


Product Communications Manager for Sony UK and Ireland. “We believe this line-up offers a range of features that really stand out from the crowd.” Retailers were able to demonstrate a


compelling experience to consumers looking for a new TV thanks to the Cognitive Processor XR that uses a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear. The processor divides the screen


into numerous zones and detects where the ‘focal point’ is in the picture. While conventional AI can only detect and analyse picture elements like colour, contrast and detail individually,


“We believe this TV line-up offers a range of features that really stand out from the crowd”


the new Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do. By doing so, all elements are adjusted in conjunction with each other, providing consumers with supreme realism and a natural sense of depth. Mr Roos adds: “There are many


other features too, including an enhanced user interface, new Perfect for PlayStation features, and a One Slate design with seamless edge bezel.” And talking about this year’s ERT


Awards ceremony, he concludes with: “The Sony team always enjoy this prestigious awards event; it’s an important date in our calendar as it’s a chance for the industry to get together, discuss important topics at the Turning Point Conference, and celebrate success in the afternoon. It’s always a great day, and we were thrilled to walk away with a trophy as well!” Sony 2021 BRAVIA TV line-up includes


L-R: Richard Stevenson from Quick Brown Fox PR, David Andrews from Sony, and host Paul Thorne


the MASTER Series Z9J 8K LED, MASTER Series A90J and A80J OLED, and X95J and X90J 4K LED which are available in a range of screen sizes.


Yamaha was awarded the Highly Commended


certificate in this category for the SR-C20A


Compact Sound Bar


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