 the Sony Boost and you have a new 75 inch 4K TV. So what is this one? This model is our X940E 75 inch model, brand new for 2017. It's full array local dimming LCD illuminated by LEDs. What's special about this model for 2017 is that it features our proprietary 4K HDRX1 extreme processor, a processor that was previously only available on our flagship model, the Z9D Master LED Television, which continues for us as flagship. But now that technology and processor has made its way down the line into additional models, including this one here. So Sony processing makes magic a little bit with the image, right? It smooths things out very nicely. What does it do? It really, really does. The reason why is only Sony has the expertise from the lens to the living room. We're the only ones that can make a TV that also create content. We make professional cameras. No one else can match that expertise, that level of mastery. So with respect to processing, processing is what differentiates and makes a difference with everything. Processing is what takes your existing source and enhances it and renders it in stellar fashion so that upscaled content looks more impactful, more impressive. It gives a depth, a realism, a dimension to the picture you wouldn't have otherwise. The X1 extreme is going to be in all the TVs. Not all the TV, well, I can't speak to future plans. But what I can say definitively is that for 2017, as opposed to it being only available in the flagship Premier model, for 2017 you have it more accessible to people in models as far down as our X930e. So this one is the X940? Correct. That's the X930. You got it. So here we have our X930e, the 2017 model as well, featuring that exact same X1 extreme process that we were talking about. 65 inch. And the same basically? As well, in terms of processing capability, very similar, where that television is full array local dimming. This one is a hybrid. It is an Edge Lit TV and it features our proprietary technology, our Slim Backlight Drive Plus, which is an improvement over the prior model year. It's going to give you increased brightness, better, deeper contrast, and more points of control. Now, with this television, you're going to get essentially full array type performance from an Edge Lit TV. Edge Lit. Yes. So the light comes from the sides somehow? Correct, as opposed to direct, as is the case in the 940. So it doesn't go into the eyes. It goes to the side of it? It emanates from the sides, but you have light guides and multiple layers. And as I said earlier, multiple points of contact. So you have more precise granular control than you'd have typically on an Edge Lit television. Nice. Let's go over there, because it talks about the X1 extreme. And I'm going to get up close with the chip. Here we see the X1 extreme, which looks like a nice chip. X1 has been already very successful. Last year, two years ago, when did it start? X1. Correct. X1, first to market, 2015 series models. With that, it imparted some capabilities with respect to noise reduction and upscaling. X1 extreme elevates the performance of our processing on your television in that it does a number of different things. Three key things that you'll be able to enjoy because of the X1 extreme processor that we'd like for consumers to keep in mind is, one, dual database processing. The processor is intelligent enough to see your source resolution of real time. And analyze. If I just get over here, it says source material, real time, analyze, resolution, and bit rate, and make adjustments based on those conditions. It's simultaneously pulling from a noise reduction database as well as an upscaling database. Notice the difference here in this church versus up here, upscaled. So which one is the one that's still the all, this whole upper row here, features the X1 extreme. The lower row would be ones that have X1 extreme absent that don't possess. A little cycle through. Tomorrow I'll be real quick. Thank you, and have a great evening. Let me show you real quick. Just some example of the upscaling versus the X1 extreme not having the X1 extreme. OK, it's going to come back. Such as you need to. Here we go. Notice the detail in the brickwork versus down here. It looks more hazy versus much tighter detail. You see that? It sounds like it's recreating something that's not even there in an image. It's like a magic. Almost because it has databases to pull from. Again, because of Sony's experience from the lens to the living room, it knows what it's seen on screen. It's intelligent to know what's noise, what would be an artifact, what needs to be softened, and it's also able to see what that which needs to be sharpened, such as textures and so forth. So it's not just upscaling, which is already quite magical. It's like smart upscaling of different things. It's an intelligent optimization. Yeah. It's like deep learning kind of thing. Kind of, if you want to think about it. I mean, it's the smartest processor out there. And it's so capable, in fact, that another thing it does is super bit mapping, which is to say, with 14-bit processing over here, you'll notice on the screen, without X1X, you notice those lines, that kinetic banding there, kind of like the Looney Tunes cartoons? Well, up here, you won't see it, where you have areas of gradation, so sunrises, sunsets, skies, bodies of water, like the Caribbean Sea here, where you have depth and you have shallows, where you have blending of color. It smooths out areas of blending, so it's more naturalistic in appearance without that distracting annoyance of kinetic banding that you might have on lesser processors or lesser processing means, I should say. And then over here, this is something that's quite special. Object-based. HDR remastering. So on a typical television, on the television, it might analyze a frame and adjust that entire frame against a single contrast curve. By comparison, the 4K HDR X1 Extreme Processor does object-based HDR remastering, which is to say, the processor is intelligent enough to recognize distinct individual objects on screen, and those objects on screen are adjusted against their own contrast as well as color curves. Thus, simply put, it gives the picture a depth, a realism, a dimension to it that it wouldn't have otherwise. I think it's gonna cycle through here again and I call your attention to the footage of the surfer. If you look at it on the one without it, actually, here are my mistakes. It's gonna be sushi content. They'll show you some detail with the knives and so forth and the scales of the fish and even the appearance of the fish themselves and the scallops. Not just that the colors are more vibrant, but they seem more clearly defined. In a second here, they'll apply some soy sauce to the Maguro. Here we go, this one. Notice that it looks to our eye almost like it's happening there in front of us. That's the immersiveness. That's the optimal experience for high dynamic range content and it's because of our proprietary X1 Extreme processor. So this is completely awesome, right? Do you have a 4K HDR at home? I certainly do, yeah. And it would be nice if there were more content, right? There's a little bit. It's true. There's content available, content to be had on streaming services such as Netflix, Amazon, or Sony's very own Ultra service, but the reality is is anyone who says to you, you could go home this evening with a brand new Sony 4K TV and enjoy your local nightly news in 4K is lying to you because it's likely not shot natively in 4K. Thus, the importance of upscaling technologies and capable processors such as this X1 Extreme because upscaling is the bridge from today and the present until such time as there's even more content for you to enjoy at home with your friends and loved ones. And those three things you just shown, is that also partly improving 1080p content kind of also? Is it useful for that? Like this improves, this adds HDR to content that's not HDR. So because of these televisions, they have the ability to upconvert standard dynamic range content to near HDR just in a similar fashion as it takes lower resolution sources, say 1080p and upconverts them and enhances them. So a Blu-ray disc 1080p will look better than you've ever seen before. You'll notice textures in the wardrobe, your favorite characters and actors that you'd never noticed before. And it's not that it wasn't present there. It's just your TV previously didn't have the ability to render it. So do you have a 65 at home or a 55? I have a 55. 55, but 65 is quite a lot bigger, right? It is, it is. And is it better to get a 65 to actually seal this 4K pixels? Good question. The general guideline for 4K resolution because it's four times the number of pixels is high def is you want to observe a guideline of one and a half times the picture height. That would be minimal viewing distance from the display, whatever size works for that space. Now, optimals for you and your family to decide. But again, the minimum to observe would be one and a half times the picture height. Is it possible there might be some psycho visual aspect with it? Even if you sit further away, it looks more natural if it's 4K, even though you don't see more pixels because you're so far away. You're quite right. I think you'll still enjoy the benefits of it even at greater distances from the display just because there are literally more pixels present. And 4K is awesome, but HDR is also a huge, like amazing thing that adds to the TV market, right? It really is. And it's what I think takes things to the next level. Years ago, a number of manufacturers were very focused on 3D and really the idea behind 3D was to give consumers a more immersive experience in the home. And I think that with 4K HDR, you have that immersiveness. You have that sense of depth. It feels like the action is not so far removed from you as viewer that you don't need to don special glasses. As long as you have a capable display, with a capable processor, you could potentially enjoy a great experience. So there's my YouTube channel with 4K content is a PlayStation with 4K content. You got it. There's a whole bunch of other 4K content coming. So there is an HDR 2017. There'll hopefully be a lot of HDR that just gonna blow people's minds like completely. I would tend to agree. I would say expect to see content choices increasing at an increasing rate. All right. So, and it'd be awesome if there was like a 4K camera so you can have a 4K video conferencing with your family. Is there anything like that, you know? Not to my knowledge. I can't speak to future plans. I'm not aware of anything as such, but. That'd be a great selling point, I think. If there was a 4K HDR camera somehow to do video conferencing with your family and see them in 4K HDR, that'd be like a reason to buy 4K HDR also, I think. Okay, thanks a lot for this. Sure, my pleasure. Yeah, my pleasure.