The Indian premium television market is undergoing a significant transformation as consumers increasingly demand massive, cinema-scale screens alongside uncompromised picture quality. In this Q&A, Ranvijay Singh, Head of BRAVIA Business at Sony India, details the launch of the new BRAVIA 9 II and 7 II televisions equipped with innovative True RGB technology. Singh discusses how Sony is addressing the unique viewing habits of Indian households, balancing the dynamic between OLED and premium Mini LED displays, and ensuring that everything from fast-paced sports to PlayStation 5 gaming looks pristine on displays scaling up to 98 inches.
1. Mini LED technology has advanced rapidly, but jargon can confuse prospective buyers. How does True RGB fundamentally alter colour volume and brightness compared to standard Mini LED or OLED panels, and why was this the right moment to introduce it in the BRAVIA 9 II and 7 II?
True RGB represents a different approach to how colour is created on a Mini LED display. Instead of relying on a conventional white backlight, True RGB uses independently controlled red, green and blue LEDs through Sony’s RGB Backlight Master Drive Pro, allowing the display to produce colour with greater precision while maintaining the high brightness that Mini LED is known for. The result is richer colour, greater depth and a more lifelike picture, particularly on large screens. The timing is also significant. As consumers increasingly look for larger, more cinematic screens at home, we believe picture quality needs to evolve alongside screen size. With BRAVIA 9 II and 7 II, True RGB brings together Sony’s expertise in colour, processing and backlight control to deliver a more immersive home-cinema experience.
2. With True RGB entering the portfolio, how does Sony view the dynamic between top-tier OLEDs and premium Mini LEDs? Is True RGB positioning Mini LED to compete directly with OLED on colour accuracy, or do they serve distinctly different consumer profiles?
We see OLED and premium Mini LED as complementary technologies, each offering distinct strengths depending on the viewing environment and consumer preference. True RGB is designed to bring together the colour richness associated with our most advanced displays with the brightness and scalability of LED technology. By generating colour at both the backlight and LCD panel level, True RGB enables more precise colour reproduction while maintaining the high brightness that is particularly valuable for large-screen viewing and brighter living spaces. Ultimately, our focus is not on one technology replacing another, but on giving consumers the right display experience for the way they watch.
3. Indian buyers are moving past simple metrics like “4K” or raw screen size. What specific attributes such as dynamic contrast, colour precision, or built-in acoustics are now driving purchasing decisions in Tier 1 and Tier 2 markets?
Indian consumers, across both Tier 1 and Tier 2 markets, are increasingly looking beyond basic specifications such as 4K and screen size. Picture quality, particularly colour accuracy, contrast, brightness and motion clarity, remains a key consideration, along with sound quality and smart features.
In Tier 1 markets, premium consumers are increasingly looking at large-screen performance, advanced picture technologies, gaming and integrated audio experiences. In Tier 2 markets, while screen size and picture quality remain strong purchase drivers, consumers are also becoming more conscious of the overall feature set and value offered by a premium TV.
Overall, the decision is increasingly based on the complete picture, sound and entertainment experience, rather than a single specification.
4. Demand for 75-inch, 85-inch, and 98-inch displays is rising across India. How is Sony tailoring its retail experience, supply chain, and post-sales support to accommodate the physical and technical demands of bringing cinema-scale displays into Indian homes?
With large-screen TVs, the experience has to begin before the TV reaches the home. Our focus is on making the entire journey from demonstration and purchase to delivery, installation and after-sales support suited to the scale of the product.
At retail, consumers need to experience these screens rather than simply see specifications on a display card. For 75-inch, 85-inch and 98-inch TVs, we therefore place greater emphasis on large-screen demonstrations, picture and sound experience, and helping customers understand the right solution for their space.
The same attention extends to delivery and professional installation, where the size of the product makes logistics, placement and installation particularly important. Our objective is simple: the premium experience customers see in the showroom should continue seamlessly into their home.
5. A massive display can easily expose artefacts in everyday content. How does Sony’s Cognitive Processor or AI-driven picture pipeline ensure that standard HD streaming, live sports, and cable broadcasts look pristine on an 85-inch or 98-inch canvas?
The larger the screen, the more visible imperfections in the source content can become. That is why our approach is not simply to make the picture bigger, but to make the content look better. Cognitive Processor XR analyses different elements of a scene and works to reproduce them in a way that feels natural to the human eye. XR 4K Upscaling and XR Clear Image help restore detail while reducing noise and compression artefacts in lower-quality content. For fast-moving content such as cricket and football, XR Motion Clarity™ helps maintain clarity during motion. Together, these technologies help everyday broadcasts and streaming content remain detailed and immersive even on a very large screen.
6. Beyond serving as a world-class monitor, how is Sony evolving BRAVIA into the central hub for the modern connected home, particularly in terms of smart home integration, gaming, and ambient living?
BRAVIA is evolving beyond being a television to become a more integrated part of the connected home, bringing together smart home integration, gaming and an adaptive viewing experience. With Google TV, Apple AirPlay 2 and Apple HomeKit, users can seamlessly access entertainment and connect with compatible smart-home devices. For gaming, BRAVIA is optimised for PlayStation 5 with features such as Auto HDR Tone Mapping, Auto Genre Picture Mode, 4K/120Hz, VRR and ALLM, while PS Remote Play enables users to stream games directly on the TV.
For ambient living, Immersive Black Screen Pro helps minimise reflections and glare, while the Light & Colour Sensor automatically adapts the picture to the surrounding lighting conditions. Together, these capabilities make BRAVIA a central part of how consumers connect, watch, play and enjoy entertainment at home.
7. With Sony’s unique position in the gaming ecosystem, how do the BRAVIA 9 II and 7 II with True RGB specifically elevate the PlayStation 5 experience? Are you seeing Indian gamers emerge as a primary driver for ultra-premium television sales?
Sony’s unique advantage comes from bringing together our expertise in PlayStation and display technology. With True RGB, the BRAVIA 9 II and 7 II use independently controlled red, green and blue LEDs through the RGB Backlight Master Drive Pro, enabling rich, precise colours and bright highlights that enhance the visual impact of games.
This is complemented by our “Perfect for PlayStation5” features, including Auto HDR Tone Mapping and Auto Genre Picture Mode, which optimise the picture for gaming, along with 4K/120Hz, VRR and ALLM support for smooth and responsive gameplay.
Gaming is also becoming an increasingly important consideration in the premium TV segment in India. As gamers look for more immersive experiences, large-screen, high-performance displays that can deliver fast motion, detailed visuals and vibrant colours are becoming increasingly relevant to this audience.
8. How has Sony engineered the audio capabilities in these massive new True RGB displays to match the visual scale, ensuring the sound feels as premium as the picture?
For Sony, a large cinematic picture needs sound that can match its scale and precision. The BRAVIA 9 II is therefore engineered with Acoustic Multi-Audio+ and Beam Tweeters, which help position sound in line with the action on screen and create a more immersive soundstage.
This is complemented by 3D Surround Upscaling, which expands conventional audio into a more immersive surround experience, and Voice Zoom 3, which uses AI to enhance dialogue clarity. Acoustic Auto Calibration further optimises the sound based on the characteristics of the room, while support for Dolby Atmos, DTS and IMAX Enhanced enables a more cinematic audio experience.
For customers looking to take the experience further, Acoustic Center Sync allows the TV to work with compatible BRAVIA Theatre products, integrating the TV and external audio system into a more immersive soundstage.
9. Indian content, from highly vibrant cinema to high-speed cricket broadcasts, has unique visual and motion demands. How does Sony’s AI processing and True RGB technology specifically optimise for the colours and frame rates most consumed by Indian households?
Indian households enjoy an exceptionally diverse mix of content from vibrant cinema and entertainment to fast-moving sports. Powered by the RGB Backlight Master Drive Pro, our display tech utilises dedicated red, green, and blue LEDs. This produces purer, more accurate color volume without muddiness or white flare, keeping natural skin tones and vibrant hues realistic even at wide viewing angles (X-Wide Angle Pro), while the Cognitive Processor XR analyses the content to preserve detail and natural-looking images.
For sports and other fast-moving scenes, XR Motion Clarity helps reduce blur and maintain clarity. Meanwhile, XR Clear Image helps improve lower-resolution content. This combination is particularly relevant in India, where consumers often move between premium OTT content, broadcast television and live sports on the same screen.
10. As Indian viewers increasingly rely on 4K HDR streaming via OTT platforms rather than traditional DTH, how is BRAVIA ensuring that the nuances of a filmmaker’s original vision are faithfully reproduced in the living room?
For Sony, creator intent is not just a feature, it is the foundation of the BRAVIA picture philosophy. Studio Calibrated Mode is designed to reproduce content closer to the way it was mastered in the studio, preserving the filmmaker’s intended colour, contrast, brightness and picture expression.
BRAVIA then extends this approach to the streaming environment through OTT-specific calibrated modes. Netflix Adaptive Calibrated Mode adapts the picture to the viewer’s environment while maintaining the intended expression; Prime Video Calibrated Mode optimises Prime Video content; and SONY PICTURES CORE Calibrated Mode is designed for Sony Pictures studio-mastered content.
Combined with the Cognitive Processor XR, advanced colour and contrast technologies, Dolby Vision and IMAX Enhanced, BRAVIA is designed to ensure that what viewers see at home stays as close as possible to what the creators intended.
11. As the Indian market embraces 85-inch and 98-inch displays, energy consumption becomes a valid concern. How is Sony balancing the extreme brightness of True RGB and massive screen real estate with energy efficiency and broader sustainability goals?
As screen sizes become larger, responsible energy management becomes an important part of product design. Sony uses intelligent picture and power-management technologies to optimise the TV according to the content being viewed and the surrounding environment. Ambient light sensing can adjust screen brightness to suit room conditions, while the Eco Dashboard brings together power-saving settings such as power-saving modes and automatic standby. Beyond energy management during use, Sony also continues to explore recycled materials and more sustainable design approaches across its products.
12. Looking beyond the launch of the BRAVIA 9 II and 7 II, what is your ultimate vision for the Indian home entertainment space? What will the premium consumer be demanding three to five years from now?
Sony refrains from commenting on unannounced future products & our long-term roadmaps. Our focus remains on executing our core vision for home entertainment: bringing the cinema experience directly into living rooms across India. With the launch of our flagship True RGB line, we continue to push the boundaries of picture precision, brightness, and spatial audio through technologies like the RGB Backlight Master Drive Pro, Cognitive Processor XR, and Acoustic Multi-Audio+. We will continue to evaluate customer needs and deliver premier audio-visual experiences grounded in our official product announcements.
