Sony has finally revealed full pricing for its groundbreaking True RGB LED TV range, and the starting price is lower than many analysts predicted. The move could reshape the premium TV market by offering a direct alternative to OLED with superior brightness and color volume.
Sony announced on May 27, 2026, that two new series—the Bravia XR-A and Bravia XR-B—will launch with Sony's proprietary True RGB LED technology. The XR-A series starts at $3,499 for the 65-inch model, while the XR-B series begins at $2,799 for the same size. Both lines are positioned as high-end but affordable alternatives to expensive OLED panels from LG and Samsung.
Sony has long been known for its OLED TVs, but the company has been investing in advanced LED backlighting for years. True RGB LED is Sony's answer to OLED's weaknesses: burn-in risk, lower peak brightness, and higher cost. The new technology uses individual red, green, and blue LEDs behind the LCD panel to achieve pixel-level dimming and wide color gamut. Early reviews from CES 2026 praised the technology for delivering deeper blacks and blinding highlights without the trade-offs of organic panels.
The Bravia XR-A series will be available in 55, 65, 77, and 85-inch sizes. Prices range from $2,999 to $8,999. The XR-B series offers 55, 65, and 75-inch options, priced between $2,299 and $5,999. Both feature Sony's new XR Cognitive Processor X4, which uses AI to analyze content in real-time and optimize picture settings. They also include dedicated Xbox and PlayStation gaming features, including 4K at 144Hz and VRR support. Sony is also bundling a free Bravia Core subscription with every purchase.
Industry analysts say the Sony True RGB TV range could disrupt the market. "This is the first time we've seen a realistic threat to OLED at this scale," said Dong Kim, an analyst at Display Supply Chain Consultants. "The pricing is aggressive and the performance data we've seen is compelling. If Sony can produce enough panels, they will capture significant share." Sony has partnered with AU Optronics for the custom LED panels and is ramping production at its new factory in Japan.
Looking ahead, pre-orders open on June 10, with first shipments in late July. Sony is expected to launch a 98-inch version later this year. The True RGB TV range represents a calculated bet that consumers will embrace the superior brightness and longevity of LED over OLED. If successful, it could accelerate the decline of OLED in the premium segment and push rivals to innovate faster. For buyers waiting for a high-end TV that doesn't require worrying about burn-in, the Sony True RGB TV range might be the answer.
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Sony Reveals Full Details Of Its New True RGB TV Range—Including Prices
Two new series will benefit from Sony’s premium take on new RGB LED technology – as well as plenty of other innovations besides.
John Archer, Senior Contributor
Forbes
3 min read
6/10
Key Takeaways
- Sony's True RGB LED technology uses individual red, green, and blue LEDs for pixel-level backlight control, achieving 2,000 nits peak brightness and 95% DCI-P3 color gamut.
- The Bravia XR-A series starts at $3,499 for 65 inches, while the XR-B series starts at $2,799—both undercutting comparable LG G4 OLED models by roughly 10-15%.
- Both series include Sony's new XR Cognitive Processor X4, which leverages AI to upscale content and reduce motion blur at up to 144Hz.
- Sony has partnered with AU Optronics to produce the custom LED arrays, with production capacity expected to reach 500,000 units annually by Q4 2026.
- Pre-orders begin June 10, 2026, with free Bravia Core streaming service subscriptions valued at $240 included with each TV.
Frequently Asked Questions
Sony True RGB LED uses individual red, green, and blue LEDs as the backlight source for an LCD panel. This enables pixel-level dimming, wider color gamut, and higher peak brightness than conventional LED or OLED displays, without the burn-in risk of OLED.
The Bravia XR-A series starts at $2,999 for the 55-inch model, $3,499 for 65-inch, $4,999 for 77-inch, and $8,999 for the 85-inch model. Prices are retail and may vary by retailer.
The Bravia XR-A series comes in 55, 65, 77, and 85 inches. The Bravia XR-B series is available in 55, 65, and 75 inches. A 98-inch version is expected later in 2026.
Pre-orders begin on June 10, 2026, with first shipments scheduled for late July 2026. Limited stock is expected at launch due to high demand.
True RGB LED offers higher peak brightness (up to 2,000 nits vs. ~1,000 nits for most OLEDs), no burn-in risk, and wider color volume. However, OLED still has perfect black levels and infinite contrast in dark rooms. Sony's solution is a strong competitor for bright rooms and mixed usage.
For buyers seeking a premium TV with excellent brightness, rich colors, and no burn-in worries, the Sony True RGB TV range is a compelling choice. Competitive pricing against high-end OLEDs makes it a strong value for home theater and gaming enthusiasts.
Original source
www.forbes.com
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