Purer color, higher brightness, picture accuracy that holds up in any room
For more than twenty years, Sony has pursued a singular question: what does it mean for a television to render light faithfully? The answer it now offers is True RGB — a technology that treats red, green, and blue as separate, independently governed forces rather than a blended compromise. Unveiled in the BRAVIA 9 II and 7 II lines, this approach arrives at a moment when the boundary between cinema and living room continues to dissolve, promising viewers not merely a better screen, but a more honest encounter with the images that move them.
- Sony's True RGB breakthrough challenges the long-standing trade-off between OLED's color purity and Mini LED's brightness by delivering both simultaneously through individually controlled light sources.
- A glare-free screen surface co-developed with Sony Pictures Entertainment filmmakers threatens to upend the assumption that ambient light is the enemy of picture quality.
- The BRAVIA Theatre Trio's 360 Spatial Sound Mapping — generating up to 24 phantom speakers — signals an aggressive push to make the dedicated home cinema room obsolete.
- Gemini AI integration inside Google TV shifts content discovery from deliberate searching to conversational browsing, quietly redefining how viewers relate to their own libraries.
- Pricing stretches from $2,699 to $44,999, with staggered availability through September, positioning Sony's new lineup as both an aspirational and a broadly accessible proposition.
Sony has spent more than two decades studying how light behaves inside a television, and that long inquiry has now produced True RGB — a new generation of BRAVIA sets in which red, green, and blue light are each driven by independent precision circuitry. The company argues this allows the BRAVIA 9 II and 7 II to borrow the brightness and efficiency of Mini LED displays while preserving the color purity and contrast that OLED screens are celebrated for.
The BRAVIA 9 II, available from 65 to 115 inches, and the BRAVIA 7 II, spanning 50 to 98 inches, both employ Sony's RGB Triluminos Max and RGB Backlight Master Drive Pro — technologies with roots stretching back to the 2004 Qualia 005, the first TV to feature independently controlled RGB light sources. New Contrast Booster 40 and Luminance Booster Pro technologies allow the sets to hold accurate color and deep blacks even in brightly lit rooms, a challenge that has long troubled the industry. The 9 II's screen surface was refined in partnership with Sony Pictures Entertainment filmmakers to eliminate glare without compromising the director's original intent.
Audio has been substantially rethought as well. Both models feature improved up-firing and side-positioned tweeters, while the BRAVIA 9 II pairs with the new BRAVIA Theatre Trio — a three-speaker wireless system that uses 360 Spatial Sound Mapping to simulate up to 24 phantom speakers. A USB Type-C microphone enables room calibration, and the system supports Dolby Atmos, DTS:X, and IMAX Enhanced, with optional subwoofers and rear speakers available for expansion.
On the software side, Google TV with Gemini AI allows viewers to discover content by mood, ask questions, and access information on screen. Calibration modes are optimized for Netflix, Prime Video, and Sony Pictures Core, while an Ambient Optimisation feature adjusts picture and sound automatically based on room conditions.
Sustainability is embedded in the hardware itself: the BRAVIA 9 II is Sony's first television to incorporate renewable plastic derived from used cooking oil, appearing in the rear cover and internal optical components. Recycled materials, including Sony's proprietary SORPLAS, run throughout both lines.
The BRAVIA 9 II launches in July from $5,999 for the 65-inch to $9,999 for the 85-inch, with the 115-inch arriving in September at $44,999. The BRAVIA 7 II begins at $2,699 for the 50-inch, with the 65-inch already available at $3,999. The BRAVIA Theatre Trio system arrives in July for $2,999.
Sony has spent more than two decades refining how light behaves inside a television. That work has now crystallized into something the company is calling True RGB—a new generation of BRAVIA sets that treat red, green, and blue light as independently controllable elements, each one driven by its own precision circuitry. The result, Sony argues, is a television that borrows the best qualities of two competing technologies: the brightness and efficiency of Mini LED displays, paired with the color purity and contrast that OLED screens are known for.
The flagship model is the BRAVIA 9 II, available in 115 inches and smaller sizes of 65, 75, and 85 inches. It sits alongside the BRAVIA 7 II, which ranges from 50 inches all the way to 98 inches. Both lines use Sony's RGB Triluminos Max and RGB Backlight Master Drive Pro—the company's latest iteration of a technology lineage that began in 2004 with the Qualia 005, the first television to feature independently controlled RGB light sources. Michael Bell, Sony Australia's head of home entertainment, described the new approach as a breakthrough that combines the precision of individually controlled LEDs with the strengths of both Mini LED and OLED technology, delivering what he called purer color, higher brightness, and picture accuracy that remains consistent regardless of room conditions.
What sets the BRAVIA 9 II apart is a newly engineered screen surface designed to eliminate glare and reduce reflections—a feature developed in close partnership with Sony Pictures Entertainment, whose filmmakers evaluated the surface treatment to ensure it preserves the original artistic intent of movies across different lighting environments. The television also introduces Contrast Booster 40 and Luminance Booster Pro, technologies that allow the set to maintain accurate colors and superior contrast even when displaying bright images. The result is the ability to render rich, deep blacks in rooms flooded with natural light, a feat that has historically challenged television manufacturers.
The audio experience has been substantially upgraded as well. Both models feature improved up-firing beam tweeters and side-positioned tweeters that create a more immersive surround sound field. The BRAVIA 9 II pairs with a new premium theatre system called the BRAVIA Theatre Trio, a three-speaker wireless setup developed alongside Sony Pictures Entertainment. The system uses 360 Spatial Sound Mapping technology to generate up to 24 phantom speakers, creating a cinematic soundfield that surrounds the listener. A newly added USB Type-C microphone enables precise room calibration, and the system supports Dolby Atmos, DTS:X, and IMAX Enhanced formats. It can be expanded with optional wireless subwoofers and rear speakers, including dual subwoofer configurations, all connecting directly to compatible BRAVIA TVs without requiring a soundbar.
Software integration brings Google TV with Gemini AI assistance, allowing viewers to discover content by mood and interest, ask questions, and access information directly on screen. The sets include multiple calibration modes optimized for specific streaming platforms—Netflix, Prime Video, and Sony Pictures Core—as well as support for Dolby Vision and IMAX Enhanced. An Ambient Optimisation feature automatically adjusts picture and audio based on room conditions and viewing position, while My Cinema mode optimizes settings for film-first viewing.
Sustainability has been woven into the design. The BRAVIA 9 II is the first television product from Sony to use renewable plastic created from used cooking oil and other renewable feedstocks. This material appears in major components like the rear cover and in internal optical parts. The entire lineup benefits from power-efficient RGB LED control, and both models incorporate recycled materials throughout their bodies, internal components, and remotes, including Sony's proprietary SORPLAS material. A redesigned remote control features narration-friendly design and improved tactile clarity for better accessibility.
Pricing reflects the premium positioning. The BRAVIA 9 II launches in July at $5,999 for the 65-inch, $7,499 for 75-inch, and $9,999 for 85-inch models, with the massive 115-inch arriving in September for $44,999. The BRAVIA 7 II starts at $2,699 for the 50-inch (available July) and ranges up to $12,999 for the 98-inch model launching in August. The BRAVIA Theatre Trio wireless system arrives in July for $2,999. The 65-inch BRAVIA 7 II is already available now at $3,999, with other sizes rolling out through June.
Citações Notáveis
Our new True RGB represents a breakthrough that combines the precision of individually controlled RGB LEDs with the best aspects of both Mini LED and OLED, giving viewers purer colour, higher brightness, and picture accuracy that holds up in any room.— Michael Bell, Sony Australia head of home entertainment
A Conversa do Hearth Outra perspectiva sobre a história
Why does Sony keep talking about twenty years of LED development? Isn't that just marketing?
It's actually the foundation for what they're claiming is new. They're saying they've spent two decades learning how to control individual red, green, and blue light sources independently. The True RGB approach is supposed to be the payoff—taking that precision and combining it with the brightness of Mini LED and the color accuracy of OLED.
So it's a hybrid technology. But what does that actually mean for someone sitting in their living room?
Theoretically, you get a TV that stays bright and colorful even in a sunny room—something OLED struggles with—while maintaining the deep blacks and color precision OLED is famous for. The glare-free screen treatment they developed with Sony Pictures is meant to preserve that in any lighting condition.
The partnership with Sony Pictures Entertainment keeps appearing. Why does that matter?
Because filmmakers care about how their work looks. If Sony can say that actual filmmakers evaluated the screen and approved it, that's credibility. It suggests the TV isn't just bright and colorful—it's faithful to what the director intended.
What about the audio system? That seems like a separate product.
It is, but it's designed as a companion. The BRAVIA Theatre Trio creates phantom speakers using spatial mapping technology. You're not buying a soundbar; you're buying a three-speaker system that can expand with wireless subs and rear speakers. It's meant to feel like a complete cinema setup.
The renewable plastic from cooking oil—is that real or greenwashing?
It's real, but it's also limited. They're using it in the rear cover and some internal optical parts. It's meaningful enough that they made it the headline sustainability feature, but it's not like the entire TV is made from recycled cooking oil.
What's the actual target customer here?
Someone who wants a premium home cinema experience and has the budget for it. The 115-inch model costs $45,000. Even the entry-level BRAVIA 7 II at 50 inches is $2,700. This isn't mass market. It's for people who care deeply about picture and sound quality and have the space and money to invest in it.