Las Vegas: Sony has revealed its XBR-A1E Bravia 4K OLED TV at CES 2017, the company's flagship TV of 2017. This confirms Sony's rumored, big shift in display technology for the living room.
OLED TVs have been LG's domain so far, with most other TV makers focused on LCD panels. But now - finally - there's some strong competition coming in.
Sony says that moving to OLED allows it to offer a TV with "unprecedented black levels, rich and lifelike color, dynamic contrast, blur-less image, and a wide viewing angle." Sony isn't actually producing OLED screens; they're likely being provided by LG Display (which is separate from LG Electronics and the competing TV business). The company refused to identify the vendor of its OLED displays.
Support for Dolby Vision HDR is built in, and a chip called the 4K HDR Processor X1 Extreme (emphasis ours) powers the whole thing. The TV is super-thin. Not as thin as what LG unveiled earlier today, but the slim look still required Sony to move a lot of the TV's internals to the fold-out stand around back.
The A1E Bravia series will be available in 55-, 65-, and 77-inch sizes. Sony isn't yet saying how much it will cost. LG's OLEDs range from $2,500 (55 inches) way up to $20,000 for a 77-inch Signature G6 TV. Sony also hasn't given a release date for the OLED Bravia 4K TV, though TVs announced at CES typically launch by spring.