Sony 4K HDR Ultra HD TVs to Include Google Assistant Built-In, Dolby Vision

Sony announces pricing and availability for its new 4K HDR Ultra HD television lineup. The TVs will feature both Google Assistant built-in and Dolby Vision by the end of the year.


Sony has announced pricing and availability details on its new 4K HDR Ultra HD televisions. All TVs will be available in Best Buy stores, as well as through authorized dealers, as of March 2017.

All of the TVs support 4K with high dynamic range (HDR).

The XBR-X930E/XBR-X940E series includes Sony's 4K HDR Processor X1 Extreme advanced image engine to improve color accuracy, contrast and clarity. The series currently supports HDR10.

Sony will add HLG and Dolby Vision via firmware updates by the end of the year.

The TVs include a TRILUMINOS display for mappings colors for a wider pallet, Super Bit Mapping 4K HDR for a smooth picture without “banding,” and dual database processing for on-screen noise while maximizing clarity. Meanwhile, Motionflow reduces motion artifacts for smooth, natural motion reproduction.

Sony TVs Powered by Android TV

The new 4K HDR Ultra HD TVs are powered by Android TV, bringing movies, TV shows and thousands of apps into the home. Users can watch broadcast and cable TV, download entertainment, and use the TV as a gaming device.

Consumers can also enjoy shows and movies from Google Play, Amazon Video, YouTube, Netflix, and others, including 4K HDR movies streamed directly to the TV with the ULTRA app from Sony Pictures Home Entertainment.

In addition, PlayStation Vue will be added via firmware updates by the end of the year. This options gives consumers the ability to watch live TV, movies and sports content without a cable or satellite subscription and without any recording conflicts.

Google Assistant Built-In

Sony is partnering with Google to provide Google Assistant built-in to their latest TVs. Consumers will be able to access entertainment and control devices around their home with Google Assistant. They'll also be able to ask questions like, “What show times are playing today at the local movie theater?” as well as commands like, “Check the score of the big game,” and “Dim the lights in the living room.”

To activate Google Assistant, consumers can press the mic button on the remote.

Google Assistant Built-In will be added to the TVs via firmware update by the end of the year.

“Sony’s newest lineup of 4K HDR Ultra HD televisions is proof of our continuing commitment to deliver the ultimate 4K HDR viewing experience together with a great user experience through innovations like Google Assistant built-in,” says Kevin Brinkman, director of product marketing, TV and projectors, Sony. “Sony TVs provide superior picture quality no matter what content is being viewed, but these new televisions really shine when displaying the growing library of 4K and HDR content.”

More from Sony's release:

XBR-X930E/XBR-X940E Series

The XBR-X930E series aims to deliver superior brightness and exceptional contrast with the new Slim Backlight Drive+, an improved grid-array backlighting system which boosts brightness and deepens black levels for better contrast.

X-tended Dynamic Range PRO x10 provides 10 times the contrast range compared to a conventional LED TV.

The X940E features a precision full-array boosting and dimming backlight system which allows for precise contrast and incredible brightness.

By combining X-tended Dynamic RangePro 10X with TRILUMINOS Display, the X930E/X940E can generate a massive amount of color volume.

The XBR-X930E/X940E series both feature the 4K HDR Processor X1 Extreme, which offers 40 percent more real-time processing power than Sony’s 4K Processor X1. The processor also improves HD content to near 4K HDR quality.

With object-based HDR remaster, the TV can detect, analyze and optimize each object in the picture individually to adjust the overall contrast for a more natural and realistic picture.

XBR-900E Series

The XBR-X900E series delivers the dramatic contrast, color and detail of 4K HDR taking even non-HDR content to the next level with the powerful new 4K HDR Processor X1.

The XBR-X900E series has full-array local dimming and boosting backlighting system and five times the contrast rangeof a conventional LED with X-tended Dynamic Range PRO 5x.

The TRILUMINOS Display and 4K HDR Super Bit Mapping produce smooth and vibrant colors. Motionflow XR technology produces lifelike motion while 4K X-Reality PRO provides lifelike detail and clarity. Android TV with Google Home compatibility gives you a genius TV. (Google Home device not included, must purchase separately.)

XBR-800E/XBR-X850E Series

This series delivers great contrast, color and detail. The X850, equipped with the powerful new 4K HDR Processor X1, takes even non-HDR content to near HDR quality. The TRILUMINOS Display produces smooth and vibrant colors and Motionflow XR technology produces lifelike motion while 4K X-Reality PRO provides detail and clarity.

Also includes Android TV with Google Home compatibility.

4K HDR TV Ultra HD Models and Prices

  • XBR-75X940E, 75” class (74.5” diagonal), $7,499.99 MSRP
  • XBR-65X930E, 65” class (64.5” diagonal), $3,999.99 MSRP
  • XBR-55X930E, 55” class (54.6” diagonal), $3,299.99 MSRP
  • XBR-75X900E, 75” class (74.5” diagonal), $5,999.99 MSRP
  • XBR-65X900E, 65” class (64.5” diagonal), $3,299.99 MSRP
  • XBR-55X900E, 55” class (54.5” diagonal), $2,399.99 MSRP
  • XBR-49X900E, 49”class (48.5” diagonal), $1,699.99 MSRP
  • XBR-75X850E, 75” class (74.5” diagonal), $4,999.99 MSRP
  • XBR-65X850E, 65” class (64.5” diagonal), $2,499.99 MSRP
  • XBR-55X800E, 55” class (54.6” diagonal), $1,899.99 MSRP
  • XBR-49X800E, 49” class (48.5” diagonal), $1,099.99 MSRP
  • XBR-43X800E, 43” class (42.5” diagonal), $999.99 MSRP

About the Author

Chelsea Cafiero:

Chelsea Cafiero is Senior Web Editor of CE Pro. She also manages the corresponding websites of sister publications Commercial Integrator, Security Sales & Integration, Campus Safety and Electronic House. Chelsea has previously covered politics, local news and consumer electronics. She joined the CE Pro family in 2012.