I'm Sharon Vaknin at CES 2014, checking out Sony's flagship TV.
Right next to me is the XBR-X950 4K TV.
This TV has two big things going for it.
For starters, it's a full array of local dimming LED, which means that individual zones can be turned off and on to control the picture
and get higher quality color and brightness.
Another thing is that Sony is using its Extended Dynamic Range Technology, which essentially means that you can get blacker blacks and whiter whites because remember, LCDs have the whiter whites and plasmas are the kings of the blacks.
So, with this technology, Sony can get a little bit closer to those standards.
Of course, 4K and all this technology might go to waste without 4K content.
Well, Sony is partnering
with some contact creators to get 4K to their TVs.
However, until then the TV has the built-in X Reality PRO engine, which is just a fancy way of saying that it can up convert older content, lower quality content into what might be closer to 4K.
It looks good but don't expect any miracles.
Now, you can't ignore how good this TV looks.
It does use Sony's traditional design.
However, you won't see any edges on this TV.
You also see a new stand
which also doubles as a cord controller.
So, instead of having your cords having out from the back, you can actually fish the cords for the stand for a cleaner look.
The XBR-X950 comes in two sizes, 85 and 65.
We don't have pricing yet but eventually it will be expensive and it comes out in spring 2014.
For CNET.com, I'm Sharon Vaknin at CES 2014.