Infinite colours. Definitive contrast. Our flagship OLED TV powered by Cognitive Processor XR™ brings out our widest colour and definitive contrast. For movies, games and more, everything is a deeply immersive experience in 4K QD-OLED. Cinematic sound comes directly from the screen. Incomparable colours. Phenomenally vibrant. See fresh, bright colours and pure blacks. Our Cognitive Processor XR™ maximises the expressive power of QD-OLED, filling scenes with unprecedented realism. Extending colour volume for our widest ever palette Millions of individual, self-illuminating pixels. Billions of real-world colours. XR Triluminos Max™ delivers wide shades and hues, even in bright scenes. Pure blacks. Absolute brightness. Supreme contrast. Our brightest ever OLED. With a temperature sensor, high luminance panel and heat diffusion sheet for dissipating heat, this TV detects screen temperature and precisely controls light to deliver 200% as much brightness as its predecessor. Cognitive Processor XR The world’s first picture processor with cognitive intelligence understands how humans really see the world. 100″ BRAVIA with Cognitive Processor XR™ opens up a whole new viewing experience that immerses you even more deeply in the scene. Beautiful colours. Any angle. Watching TV from the sides is truly satisfying. Our QD-OLED panel on the A95L keeps luminance constant for consistent colours across all viewing angles. Sound from the screen, truly immersive. The screen vibrates, turning every part of it into a speaker for powerful acoustics that perfectly match the picture. Where there's action, there's sound With Acoustic Surface Audio +™, sound comes directly from the right place in the scene. Far more immersive than conventional TVs where sound comes from beneath the screen Greater peace of Mind There’s the added reassurance of our 3 Years PrimeSupport Professional service package as standard, with access to an elite EU-wide helpdesk for technical support & advanced product exchange handled by local partner, on premise where possible. You can also choose to extend your support for an additional 2 years.