This TV utilises the revolutionary processor that understands how people see and hear and reproduces content in a truly lifelike way. Sony calls it the Cognitive Processor XR. In fact, this TV can recognise every object on the screen, analyse its colour and adjust its contrast in real time. This creates even more realistic images. Object-based processing can be used to adjust shading, saturation, brightness, motion vector, bandwidth and much more for images of landscapes or people - this is fully defined precision. With XR HDR Remaster technology, you see exactly what directors wanted to convey in a scene and are transported into the centre of the action. Fast-paced action scenes and sports broadcasts are even more thrilling on the A90K. Fast-moving scenes are never blurred or distorted as XR OLED Motion analyses the movement and inserts additional images to keep the action smooth, bright and clear. On conventional TVs, the brightness remains constant no matter how bright it is in the room. This often results in images that are too bright or too dark. The A90K contains a light sensor that optimises the picture brightness based on the lighting conditions in the room. When a light is switched on, the brightness is increased, and when it is dark, it is reduced. So you can enjoy perfect pictures in any environment.