The Sony Bravia XR X90L 4K LED TV is currently discounted at Amazon and Best Buy ahead of Black Friday, presenting a compelling opportunity for consumers seeking a high-performing television at a reduced price. The 55-inch model boasts a 25% discount, starting at £898 (pricing converted from USD and may vary), while the 98-inch model offers the most significant reduction, with a 38% price cut, dropping from £7,999 to £4,998 (pricing converted from USD and may vary). This pre-Black Friday sale provides a significant saving on a television regularly praised for its picture quality and user experience.
This ZDNET recommendation stems from the X90L's exceptional real-world picture performance, surpassing its specifications on paper. Sony's upscaling technology ensures impressive video quality across various sources, including movies, sports broadcasts, cable television, and streaming services. Beyond image quality, the television offers a high-quality remote control â a crucial element often overlooked. Its premium feel, comfortable size, integrated backlighting, and well-chosen button layout enhance the overall user experience.
While competitors such as the TCL QM8 and Hisense U8 Series offer comparable specifications at slightly lower prices, the Sony Bravia X90L distinguishes itself with superior colour accuracy and brightness. The review highlights the improved image processing and a more intuitive Google TV interface compared to rival platforms like Samsung's Tizen and LG's webOS. These factors contribute to a more user-friendly and enjoyable viewing experience.
The reviewer's personal experience reinforces this positive assessment. Following the failure of a seven-year-old television, the reviewer opted for the 65-inch Sony X90L, citing its optimal balance of picture quality and additional features as the deciding factor. This decision was made after evaluating the latest models from leading brands like Sony, Samsung, LG, TCL and Hisense at CES 2024 and subsequent events.
The X90L's strengths lie in its accurate colour representation and precision brightness, effectively managing details in both bright and dark scenes. Furthermore, Sony's advanced processing technology upscales content to 4K resolution, enhancing the viewing experience of older or lower-resolution material. This capability outperforms similar functions offered by competitors such as Hisense and TCL. The reviewer found the picture quality to be significantly superior to their previous 5-year old television.
Gamers will appreciate the dedicated game mode, support for HDMI 2.1, Variable Refresh Rate (VRR), and automatic HDR tone mapping when paired with a Sony PS5. A dedicated game menu allows for fine-tuning of settings to individual preferences.
While not as bright as some Mini-LED competitors, the X90L leverages Sony's sophisticated backlight system to dynamically adjust brightness, optimising picture quality. The television's performance in a brightly lit room satisfied the reviewer, eliminating any concerns regarding insufficient brightness.
Although Sony TVs often command a higher price due to brand recognition, the current discounts on the X90L at Amazon and Best Buy significantly mitigate this premium, making it an attractive proposition for discerning buyers. For those with a larger budget, the reviewer suggests considering OLED alternatives, such as the Sony A80L, Samsung S90C, and LG C3, which are also available at discounted prices. However, the X90L remains a highly competitive and recommended option for consumers seeking excellent picture quality and user experience at a more accessible price point. This deal, however, is subject to change and availability.