The State of TV 2021

Sony Bravia X90J Review

Does the mid-ranger that’s replacing last year’s well-received XH90 tick all the right boxes?

Kostas Farkonas
Turn On | Press Play
15 min readAug 2, 2021

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Sony is introducing a new picture processor this year, the Cognitive Processor XR, and the X90J is the most affordable Bravia based on it. Can this model stand out in the mid-range category based on the XR alone? (Image: Sony)

With 8K still not quite ready for mainstream adoption and out of reach for many consumers, Sony keeps its focus on 4K mid-range and hi-end models — rightly so, in fact, as it seems that there’s still room for improvement over what’s on offer by the Japanese company and others up until now. What’s more, in the LED/LCD category Sony chose not to try its hand at MiniLED this year, relying on tried and true local dimming or traditional backlighting tech for all of the new non-OLED Bravias instead. The Japanese do have an ace up their sleeves in 2021, though: the new Cognitive Processor XR, which promises to deliver even better results than the already industry-leading ones offered by Sony in the field of picture processing.

What most consumers would like to know is this: can the new processor make a difference when used on a mid-range TV model? That model is none other than the Bravia X90J, the successor of the successful (and somewhat controversial) Bravia XH90, a fact which naturally leads to another question: is the new model better than the one it replaces? Last but not least: does the Bravia X90J justify the price premium it commands over other mid-range LED/LCD…

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Kostas Farkonas
Turn On | Press Play

Veteran journalist, project kickstarter, tech nut, cynical gamer, music addict, movie maniac | Medium top writer in Television, Movies, Gaming | farkonas.com