Why Sony’s 98-inch BRAVIA 5 is less about TV & more about theatre at home ?

Sony India has announced the launch of its latest flagship offering in the television segment, the 249 cm (98-inch) BRAVIA 5 mini-LED TV. This model marks Sony’s entry into the super large-screen category in India, aiming to redefine premium home entertainment and deliver an immersive cinematic experience.

Positioned as more than just a television, the BRAVIA 5 is designed as a complete audio-visual experience for viewers who seek theatre-like visuals from the comfort of their homes.

Key technological highlights

At the core of the BRAVIA 5 is the Cognitive Processor XR, Sony’s proprietary AI engine. Unlike conventional processors, it analyses how humans see and hear, optimising scenes for realistic picture quality and immersive audio. The result is subtle reproduction of skin tones, detailed shadows and layered sound that reflects natural human perception.

The television is also equipped with XR Backlight Master Drive technology. It utilises an array of individually controlled LEDs and advanced dimming algorithms to produce ultra-deep blacks and brighter highlights. The display adapts effectively to both bright and dim environments, ensuring consistent picture quality.

Complementing the visuals is support for Dolby Vision and Dolby Atmos, offering enhanced dynamic range and surround sound. On a 98-inch screen, these technologies deliver deeper visual engagement and an enveloping soundstage.

Enhanced viewing modes

The BRAVIA 5 includes multiple calibrated modes tailored for specific content platforms. The Studio Calibrated Mode ensures that the content is displayed as intended by its creators. In addition, the television introduces the Prime Video Calibrated Mode, which automatically adjusts display settings to deliver optimal visuals across movies, series and live sports events.

For users seeking high-fidelity content, the inclusion of SONY PICTURES CORE offers access to a vast library of movies in near 4K Blu-ray quality. Titles include IMAX Enhanced content, further utilising the large screen to deliver studio-quality viewing at home.

Pricing, availability and launch offers

The BRAVIA 5 (model K-98XR55A) is priced at Rs 6,49,990. Sony India is offering a limited-period launch promotion that includes:

• A cashback of Rs 25,000 on selected credit cards

• A fixed EMI option of Rs 19,995

• A three-year comprehensive warranty

The television is available for purchase through Sony retail outlets, including Sony Centers and the online ShopatSC platform, as well as through major electronics retailers and e-commerce websites.

Addressing evolving consumer preferences

The launch of the BRAVIA 5 aligns with changing consumer preferences in the Indian market. As more viewers prefer home-based entertainment over traditional cinema visits, there is a rising demand for large-screen, high-performance televisions. Sony is positioning the BRAVIA 5 as a solution for discerning customers who prioritise premium viewing experiences.

While the size and pricing may not appeal to all consumers, Sony is targeting a growing segment of upper-middle-class households in India that are investing in lifestyle-oriented technology. The brand is also leveraging its established manufacturing and service infrastructure in the country to support this premium offering.

With the BRAVIA 5, Sony India aims to transform living rooms into personal screening spaces. Though the product is not meant for mass-market adoption, it underscores Sony’s commitment to innovation and its confidence in India’s evolving appetite for high-end technology.

By combining cutting-edge display and sound technologies with exclusive content access and a refined design, the BRAVIA 5 seeks to deliver more than just visual clarity. It promises an experience curated for those who view entertainment not just as leisure, but as a form of immersion.

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