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Sony announces availability and pricing of the MASTER Series AF9 OLED and ZF9 LCD 4K HDR TVs in Europe

Press release   •   Aug 30, 2018 13:15 CEST


The new cutting-edge MASTER Series AF9 OLED and ZF9 LCD televisions from Sony with the exclusive Netflix Calibrated Mode are now available for pre-order with in-store availability expected in September.

Sony Europe announced the pricing and availability for the MASTER Series televisions. Both the AF9 OLED and ZF9 LCD offer unprecedented picture quality by virtue of employing multiple proprietary technologies and solutions with the next generation Picture Processor X1™ Ultimate at the fore. The MASTER Series is a name Sony reserves exclusively for its highest picture quality TV models. Sony’s goal is to create a television capable of displaying images that faithfully convey the content creators’ full intent and as such the MASTER Series provides picture quality approaching that of a professional-grade monitor in a motion picture production studio.

Both the AF9 and ZF9 MASTER Series models come equipped with a newly developed, next-generation Picture Processor X1 Ultimate. The Picture Processor X1 Ultimate can intelligently detect and analyse each object in the picture through Sony’s new Object-based Super Resolution for exceptional accuracy and detail. Also, the Object-based HDR remaster has been notably updated and now allows each object to be remastered individually for better depth, accurate texture and all-in-all more realistic picture.

Sony has historically been working with the professionals. Together with Sony Pictures Entertainment, from making of a picture mode which meets the film creators’ criteria in 2000 to the recent standardisation of HDR and bringing them into movie creation. For MASTER Series, in conjunction with Netflix, Sony is now introducing “Netflix Calibrated Mode.” This unique feature was specially developed to mirror the same picture quality as a studio evaluation master for television in order to preserve the artists’ creative vision and intent. By clicking one simple menu setting, Netflix Calibrated Mode faithfully reproduces the visuals that help bring a story to life, and entertainment enthusiasts can now enjoy this experience when watching their favourite TV series, films, documentaries and more on Netflix.

Also, the MASTER Series is ready for CalMAN®, the industry-leading display calibration software from Portrait Displays. CalMAN is widely used by professionals as a tool to ensure quality control of the strict requirements demanded by content creators in broadcast, production, and post-production. CalMAN eliminates the struggle of maintaining the picture quality throughout the life of the TV.

Both the AF9 and ZF9 series are based on Android TV™, which lets you explore a world of movies, music, photos, games, search, apps and more. The Voice Search function makes it remarkably easy to find content, ask questions and control the TV. With Chromecast™ built-in, you can effortlessly send content from your smartphone or tablet to the TV, while access to Google Play™ allows you to enjoy your favourite movies, TV shows, and games on your TV.

Using the Google Assistant with both the AF9 and ZF9 will be even easier. Both models have built-in microphones that will free the hands; now you simply talk to the TV to find what you quickly want, or to ask the Google Assistant to play TV shows, movies, and more.*

The Sony MASTER Series AF9 OLED and ZF9 LCD TVs are now available for pre-order with deliveries expected in September. For more information including pricing, please visit your local Sony website at


MASTER Series launch announcement

Netflix Calibrated Mode announcement

BRAVIA MASTER Series AF9 OLED 4K HDR TV product page

BRAVIA MASTER Series ZF9 LCD 4K HDR TV product page

*Hands Free feature (Built-in Mic) availability depends on language and may need software update. Please check Sony support page for further information.

Sony Corporation is a leading manufacturer of audio, video, imaging, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, interactive entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $77 billion for the fiscal year ended March 31, 2018. Sony Global Web Site: