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Sony Takes On LG With New OLED TV

Sony will launch its new OLED TV next month following a reveal at CES in January.

The XBR-A1E Bravia OLED TV features a 4K UHD resolution and support for HDR via Dolby Vision, HDR10 and HLG. Sony’s A1E series will initially be available in 55-inch and 65-inch, with a larger 77-inch model available at a later date.

Sony released the first OLED display on the market ten years ago, albeit in a tiny 11-inch TV. Since then, the company has also manufactured displays for use in professional monitors.

“Our long experience with OLED technology, together with the new 4K HDR Processor X1 Extreme, meant that this was the right time to return to the consumer OLED market. The A1E features a powerful mix of our exclusive image processing with a striking new design concept that is sure to make an impression in anyone’s home.” said Kevin Brinkman, Sony’s North American Director of Product Marketing, TV and Projectors.

Even though Sony’s new OLED TV is set to compete directly with LG, the company will source its panels from LG Display, a separate subsidiary of the LG Corporation from the manufacturer of LG TVs, LG Electronics.

LG Display is the largest manufacturer of LCD panels, and is also the only manufacturer able to produce OLED panels in the sizes required by Sony.

Sony’s 55-inch A1E series OLED TV will be available in the US next month for US$4,500 ($6600). The 65-inch model will also be available for US$6,500 ($8600), while pricing and availability for the 77-inch model is not yet known. Australian pricing and availability has not been confirmed.

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