98" BRAVIA 7 FWD-98XR75M2/UK Commercial TV

98 Black BRAVIA 7II Commercial TV 4KIntroducing the BRAVIA 7 II: See more of the story in bright True RGB colour.The future of colour is here. Experience our brand-new True RGB display which is virtually infinite in colour brightness and depth to draw you deeper into every story.Your home your cinema — honouring the filmmaker's vision this Sony TV unleashes cinematic detail borrowing technology from our flagship BRAVIA 9 II.Our Acoustic Multi Audio+ technology delivers cinematic surround sound to match the action on-screen just like a cinema screen. If you want to experience 360 Spatial Sound Mapping and more just add a BRAVIA Theatre soundbar to your set-up.Available in 50 to 98 the BRAVIA 7 II offers an immersive experience regardless of screen size delivering the thrills you'd expect to find at a movie theatre right in your living room. This includes cinema grade technologies Dolby Vision Dolby Atmos IMAX Enhanced and DTS:X.Skip the endless scrolling on your next movie night with Google TV as AI is used to learn your tastes and curate film suggestions you’ll love. With My Cinema presets you can easily select from predefined and optimised audio-visual settings crafted for times of day moods or personal preferences.A world of movies are waiting for you to explore on SONY PICTURES CORE with 10 titles and 24 months of unlimited streaming ready to redeem straightaway.Sophisticated from any angle our One Slate design unites the screen and bezel of the BRAVIA 7 II whilst the translucent centre stand and hidden cables create a clean floating look.Virtually infinite colour brightness and depth with True RGBBorrowing technology from our flagship BRAVIA 9 II TV experience a taste of True RGB on the BRAVIA 7 II.With exceptionally high colour volume and rivalling Mini LED brightness True RGB is the future of colour. Virtually infinite in colour brightness and depth it works using our RGB Backlight Master Drive Pro to ensure precise control over each red green and blue LED. Each one is individually controlled to push the picture quality to its highest expression allowing us to achieve a larger and purer colour volume.From the brightest peak to the darkest shade our Smooth Colour Gradation technology further captures every nuance in a scene to faithfully reproduce subtle tones sharpen contrast and bring the full depth of a story to life in front of your eyes.This realism is driven by our latest XR Processor. Powered by AI for precision our scene recognition system detects and analyses what the movie creators put on the screen and optimises each element for a lifelike viewing experience that will make your jaw drop every time.If you love older movies rediscover classic detail as XR Clear Image uses AI to intelligently upscale everything to near 4K quality. Processing is adjusted based on the original content allowing natural textures to shine through while using dynamic frame analysis and zone division to minimise unwanted noise.If action is your thing XR Motion Clarity's AI analyses movement across several frames and precisely synchronises the backlight with the on-screen motion so you see clear bright images even at lightning speed.Step even closer to the filmmaker’s original vision with our Studio Calibrated modes. From the movie studio to your television screen pictures retain the authentic details that the creator wanted you to see on all your favourite streaming platforms including SONY PICTURES CORE Netflix and Prime Video.In fact the BRAVIA 7 II is built to meet cinema standards too. Dolby Vision is a technology straight out of the movie theatre that unlocks the full potential of HDR with mind-popping colour and picture-perfect contrast now available in your own living room. IMAX Enhanced titles can be enjoyed from the comfort of your own home in premium 4K HDR quality with cinematic sound and the iconic expanded aspect ratio. X-Wide Angle Pro ensures the colour and contrast stay vivid from the side as well as the front giving everyone the best seat in the house.And the best bit is there's no need to adjust a thing. Using AI Ambient Optimisation senses the light around you and fine-tunes the picture automatically ensuring a perfect view every time. Each BRAVIA TV is calibrated one by one to remove any variations and ensure consistent high-quality performance you can rely on.Cinema-like surround soundFeel like you're in the movie theatre as Acoustic Multi Audio+ delivers edge-of-your-seat sound perfectly aligned with the action.Acoustic Multi Audio+ uses powerful speakers to deliver sound that the picture deserves. This innovative technology ensures everything you hear matches the action on-screen — just like at the cinema. Whether it’s dialogue straight from a character’s mouth or a plane overhead each element appears to originate from where it’s happening within a scene with pictures and sound perfectly synchronised for an endlessly immersive ex