Sony Launches True RGB TVs in India, Aiming to Rival OLED Performance

​Sony has introduced its new True RGB television technology in India, aiming to match the performance of OLED TVs while addressing their limitations. The company claims this innovation brings LED TVs closer to OLED quality, especially in terms of color and contrast, without the drawbacks associated with OLED panels.

Key Highlights

• Sony launches True RGB TVs in India with independent RGB LED backlighting.
• Bravia 9II available in 75, 85, and 115-inch sizes starting at Rs 2,21,990.
• True RGB aims to match OLED color and contrast without its limitations.
• Sony will continue to offer both OLED and True RGB TVs for consumers.

True RGB Technology Explained

True RGB is based on backlit LED technology. Sony says it allows independent control of red, green, and blue LEDs, unlike traditional LED TVs that use white or blue backlights. This control is achieved through Sony's proprietary RGB Backlight Master Drive Pro feature. According to Sony India Managing Director Sunil Nayyar, this results in the largest color volume in Sony's home TV history, offering a wide color gamut, exceptional contrast, lifelike depth, and smooth gradation in high-resolution content.

OLED technology has set the standard for TV picture quality over the past decade. It offers deep contrast and vibrant colors by managing the brightness of each pixel individually. However, OLED TVs require dark environments for optimal viewing. They also face challenges with screen brightness in well-lit rooms, require robust cooling, and demand high manufacturing quality. Poor cooling can reduce the lifespan of OLED TVs to just a few years.

Sony will continue to offer OLED TVs alongside its new True RGB models. Nayyar notes that OLED is excellent for cinematic content in dark rooms but can be limiting for mixed content or well-lit environments. True RGB aims to give consumers more flexibility, allowing use in any lighting condition while maintaining high picture quality.

New Bravia Models and Features

Sony has launched True RGB technology in two TV series. The Bravia 9II is the flagship model, available in 75-inch, 85-inch, and 115-inch sizes. The Bravia 7II is a high-end model offered in 55-inch, 65-inch, 75-inch, and 85-inch sizes. Prices for these new TVs start at Rs 2,21,990.

These TVs include several advanced features. X-Wide Angle Pro improves viewing angles, while Luminance Booster Pro enhances highlights in HDR content. The independent RGB LED backlighting aims to deliver superior color fidelity compared to conventional LED TVs.

Screen size is another focus for Sony. True RGB technology allows the company to produce larger TVs at lower costs compared to OLED. The largest OLED TV available commercially is 97 inches, while Sony's biggest OLED has been 83 inches. With True RGB, Sony now offers a 115-inch TV, targeting consumers seeking large-screen experiences without the complexity and recurring costs of projector setups.

Market Context and Outlook

Sony sees an opportunity as more consumers seek large-screen home entertainment. Projectors can provide very large images but require dedicated setups, dark rooms, and ongoing maintenance. Sony believes its new True RGB TVs can deliver a simpler, more reliable, and visually impressive experience at very large sizes.

Sony acknowledges that OLED remains a strong choice for some users, especially those focused on movies in dark rooms. However, the company positions True RGB as a versatile alternative for mixed use and brighter environments. Both OLED and True RGB TVs will remain available in Sony's lineup, giving consumers options based on their needs and room conditions.