Sony Electronics announced the pre-sale today for the company’s newest lineup of 4K HDR Ultra HD televisions, the XBR-X850D and the XBR-X930D/XBR-X940D series.

Both sets are powered by Sony’s 4K Processor X1 advanced image engine, offering a better 4K and HDR viewing experience as well as near 4K HDR Ultra HD quality up-converted from HD sources. The ultra-thin design creates an expansive, borderless picture and the optional flush mount system, available in the X930D and X940D series, enables the TV to be mounted closer to the wall than ever before. All of these TVs feature Google’s Android TV™ operating system making your home smarter with access to a growing number of apps and support for IoT (Internet of Things) devices.

“This new lineup of 4K HDR Ultra HD televisions is proof of our continuing commitment to deliver a premium 4K HDR experience to our customers. With the development of 4K HDR shooting, editing, recording, storage, playback, transmission and display technologies, Sony understands 4K HDR like no other company,” said Sunil Nayyar, Director of Product Marketing, TV and Projectors, North America. “Sony TVs provide superior picture quality no matter what content is being viewed, but these new televisions really shine when displaying 4K and HDR content.”

These new TVs, as well as current shipping Sony televisions that are capable of fully taking advantage of HDR content, will be branded with Sony’s “4K HDR Ultra HD” logo. This logo is used across Sony’s 4K HDR compatible products and services. Logoed televisions meet the Consumer Technology Association’s (CTA) HDR definition and support compelling next-generation visual experiences.

All of Sony’s new premium 4K HDR Ultra HD televisions support High Dynamic Range. The TRILUMINOS Display and X1 picture engine can provide a wider color range and more realistic color details.

The new X930D series features Sony’s new Slim Backlight Drive technology which uses a unique grid array, local dimming and boosting backlighting structure to provide dramatic contrast. It does so by distributing the light source more precisely to each specific zone of the screen while maintaining a slim display. The X940D delivers similar dramatic contrast with a slim full-array direct backlit LED. Both the X930D and X940D feature X-tended Dynamic Range PRO to produce maximum contrast, boosting and dimming the backlight levels precisely for each zone of the screen with a unique backlighting algorithm resulting in darker, inky blacks and whiter whites, it up converts current content to near HDR quality.

The X930D and X940D Sony 4K HDR Ultra HD models offers a space of only 3.7cm, or less than 1.5 inches, between the X930D screen and the wall when mounted. Both new 4K HDR Ultra HD TVs support Google’s Android TV operating system, making it even easier to watch broadcast and cable TV, stream video, download entertainment, or use as a gaming device.

TV lovers can watch hit shows and timeless movies from Google Play™, Amazon Video, YouTube, Netflix, Hulu, PBS and PBS KIDS. Users can also access a huge selection of games and additional apps from the Google Play store right on the TV. Additional popular apps available via Android TV include HBO NOW, EPIX, Starz Play, iHeartRadio, Fusion, PlutoTV and Vevo.

Beyond streaming content, Sony’s Android TV platform allows Home Automation control directly from the TV’s user interface using a Logitech Harmony Hub. More than 270,000 home entertainment products and IoT (internet of things) devices, such as lights, shades and thermostats can be controlled and automated at the push of a button on the TV’s remote.

The new X850D and the X930D/X940D series will support ULTRA, an app from Sony Pictures Home Entertainment to be launched this year in the US. With ULTRA, consumers can purchase and stream 4K HDR movies and TV shows – the best new and classic titles from the 4K digital library of Sony Pictures – directly on their Sony 4K HDR Ultra HD TV.

HDR content is also available on Amazon Video, the first video provider to offer titles in HDR. Amazon Original Series HDR content includes the most-streamed Amazon original show ever, The Man in the High Castle, and Golden Globe winning series Transparent and Mozart in the Jungle, as well as movies including After Earth, Fury, Salt, Elysium and more. Netflix was the first to roll out 4K content to the mainstream market and has made a commitment to providing HDR content to its subscribers as well.

Pricing and availability

The X850D and X930D/X940D 4K HDR Ultra HD TVs are available for pre-sale today, and will be on-sale in March at Amazon, and other authorized dealers nationwide.

4K HDR Ultra HD TV Models and Prices

XBR-55X850D, 55″ class (54.6″ diagonal), $2,499.99 MSRP
XBR-65X850D, 65″ class (64.5″ diagonal), $3,499.99 MSRP
XBR-75X850D, 75″ class (74.5″ diagonal), $4,999.99 MSRP
XBR-85X850D, 85″ class (84.6″ diagonal), $9,999.99 MSRP

XBR-55X930D, 55″ class (54.6″ diagonal), $3,299.99 MSRP
XBR-65X930D, 65″ class (64.5″ diagonal), $4,999.99 MSRP

XBR-75X940D, 75″ class (74.5″ diagonal), $7,999.99 MSRP

Also available later this spring will be the 32W600D, 40W650D, and 48W650D series of 32″ to 48″ class HD TV’s, Prices are as follows: 48W650D, $699 preorder; 40W650D, $599 preorder; and 32W600D, $349 preorder.