This is one of the new Z Series TVs powered by Sony's Backlight Master Drive. The technology was first showcased at CES 2016 and this is the first time it has appeared in a final product.
At an event in Los Angeles, the TV was unveiled by Mike Fasulo, Sony President and COO (left) and Kazuo Kii, director deputy president of Sony Visual Products Inc (right).
Although we weren't allowed to film the side-by-side demonstration of the new Z Series against an older set, the difference in contrast and brightness was noticeable. The series has been designed to reproduce deeper blacks and enhance HDR content with better shadow and highlight detail.
There will be three sizes of the Z Series. For the 65-inch and 75-inch pricing will be $7,000 and $10,000 respectively, with availability in late summer 2016. The 100-inch will also be available, though pricing has yet to be revealed.
Though the Z Series won't be breaking any records for thin panels, it's still reasonably compact. The sets will also run Android TV with a custom Sony interface.
Sony has designed the Z Series to suit either wall-mounting or table-top designs. The latter showcases these hefty metal legs.
It's pretty dark behind the TV. Inside the chassis is Sony's X1 Extreme 4K HDR processor that the company claims delivers 40 percent more real-time image-processing capabilities than the existing X1 processor.