Sony Launches New Bravia TVs with True-RGB-LED

Sony has announced the launch of its new televisions, the Bravia 9 II and Bravia 7 II. These models are the first to be equipped with the newly developed True-RGB-LED technology. This technology allows for individual control of each of the three primary colors—Red, Green, and Blue—enabling more precise color representation. The new TVs are expected to be available starting at a price of €2,000. The True-RGB-LED technology was announced by Sony over a year ago and represents a significant advancement in television technology.

By individually controlling the RGB colors, the new models can offer a wider color gamut and improved picture quality. This could be particularly beneficial for users of streaming services and gaming consoles who rely on high image quality. The Bravia 9 II and Bravia 7 II are equipped with additional features designed to enhance the viewing experience. These include improved image processing algorithms and a higher refresh rate. These features aim to provide smoother motion representation and increased image sharpness, which is especially important during fast-paced action scenes.

Another feature of the new televisions is the integration of Smart TV functionalities. Users can access a variety of streaming services and stream content directly through the TV's user interface. The user interface has also been revamped to allow for more intuitive navigation. The new models are not only focused on picture quality but also on energy efficiency. Sony has announced that the Bravia 9 II and Bravia 7 II will exhibit improved energy efficiency compared to previous models.

This could be of interest to environmentally conscious consumers looking to reduce their energy consumption. The launch of the Bravia 9 II and Bravia 7 II comes in an increasingly competitive television market. Manufacturers such as Samsung and LG have also introduced new models with innovative technologies. Therefore, Sony will need to strive to differentiate itself from the competition through quality and innovative features. The first models featuring True-RGB-LED technology are expected to hit the market in the coming weeks.

Sony has already indicated that availability may vary by region. Consumers should therefore check the exact release dates in their area. The introduction of the Bravia 9 II and Bravia 7 II could also impact pricing in the television market. With the introduction of new technologies, manufacturers tend to adjust their prices to cover research and development costs. Industry analysts will closely monitor price developments in the coming months.

The True-RGB-LED technology may also play a role in future Sony models. The company has already hinted at plans to integrate this technology into additional products to further enhance picture quality. The first models featuring this technology are an important step in that direction. The Bravia 9 II and Bravia 7 II are part of Sony's strategy to position itself in the premium segment of the television market. The company has previously achieved success with its Bravia models and is now focusing on innovative technologies to secure its market share. The new televisions are expected to be showcased at the upcoming IFA 2026 electronics fair, which will take place in September in Berlin. Sony plans to present further details about the new models and their features there.