Sony Bows Affordable 4K HDR TVs, Starting at $900

Sony’s KD-X720E and KD-X690E 4K HDR Ultra HD TVs start at $900 and feature the company’s 4K X-Reality Pro Engine for upscaling content to 4K.


Sony is bringing its popular 4K HDR television technology to an affordable new line of displays, the KD-X720E and KD-X690E.

Both models are available for presale through authorized Sony dealers, with the X720E series expected to launch in June, and the X690E in August. 

Sony boasts that the new sets offer “exceptional color, clarity and contrast that delivers the most authentic, life-like picture with brilliant highlights and fine detail.”

The company's proprietary 4K X-Reality Pro Engine, Dynamic Contrast Enhancer and MotionFlow XR technologies improve picture quality, according to Sony.

“4K X-Reality,” is Sony’s magic for upscaling HD and SD video content to produce clearer, more natural looking content. “Dynamic Contrast Enhancer” is said to, “add more texture and energy to the picture with brighter highlights, deeper blacks and more natural tonal gradation.” 

“MotionFlow” is Sony’s refresh-rate technology for enabling fast-moving image sequences to seamlessly transition with “precise motion clarity.”

Sony KD-X720E & KD-X690E 4K HDR Ultra HD TV Prices

  • Sony KD-43X720E 43-inch 4K HDR Ultra HD TV $900
  • Sony KD-49X720E 49-inch 4K HDR Ultra HD TV $1,000
  • Sony KD-55X720E 55-inch 4K HDR Ultra HD TV $1,100
  • Sony KD-60X690E 60-inch 4K HDR Ultra HD TV $1,300
  • Sony KD-70X690E 70-inch 4K HDR Ultra HD TV $2,000

About the Author

Robert Archer
Robert Archer:

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob has also served as the technology editor for CE Pro's sister publication Commercial Integrator. In his personal time beyond his family, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons and Brazilian jiu-jitsu at Binda Brazilian Jiu Jitsu.


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