$1399.99 when purchased online
Target Online store #3991
About this item
Highlights
- Cognitive Processor XR that delivers natural and realistic picture quality
- Immersive depth and realism with lifelike brightness enhanced by XR OLED Contrast Pro
- Immersive audio and dual actuators that vibrate to produce sound from the entire screen
- Google TV with Google Assistant organizes your content all in one place
- High-performance gaming with 4K at 120hz, VRR, and HDMI 2.1
Description
Beauty of OLED in a Compact SizeExperience the pure black and natural colors of OLED in a more compact size powered by the intelligent Cognitive Processor XR. With XR OLED Contrast Pro contrast is boosted to create exceptionally realistic picture for movies and gaming. Enjoy OLED picture quality and cinematic audio packed into a beautifully compact form with Sonys BRAVIA XR A90K Series.
Next-Generation Picture and Sound with Cognitive IntelligenceSee how real your entertainment becomes and experience immersive depth and lifelike picture quality powered by Sonys intelligent Cognitive Processor XR. Revolutionary TV processing technology delivers enhanced contrast with detailed blacks and natural colors. Hundreds of thousands of individual on-screen elements are processed and remastered in the blink of an eye boosting color contrast and clarity bringing astounding realism to your content.
More Depth and Texture with Pure Blacks and Stunning HighlightsFeel the beauty of OLED contrast with pure blacks and lifelike brightness. XR OLED Contrast Pro technology powered by the Cognitive Processor XR analyzes and enhances the picture in the same way the human eye focuses for immersive depth and realism resulting in ultra-detailed shadows and crisp clean peak highlights. No more details overwhelmed by shadow or lost in blown-out highlights.
A Wide Color Spectrum for Real-World Shades And HuesSee colors that are natural and beautiful to the human eye. The Cognitive Processor XR enables Sony BRAVIA XR TVs to access billions of accurate colors and reproduce each shade with the subtle differences seen in the real world. XR Triluminos Pro further enhances the range of hues and saturation allowing for extremely precise details within textures and ensuring skin tones look completely natural with the same accuracy as the human eye.
The Entertainment You Love. With Help From Google.See 700000+ movies and TV episodes plus live TV all in one place. Google TV brings your favorite content from across your apps and subscriptions and organizes them just for you. Searching is easy just ask Google. Try saying Hey Google find action movies to search across your favorite apps.
Bring the Cinematic Experience Home Enjoy Included Movies with BRAVIA COREWith the BRAVIA CORE app enjoy the latest Sony Pictures Entertainment (SPE) titles and the largest IMAX Enhanced collection. Use the included credits to choose from hundreds of the latest release movies to redeem. In addition youre subscribed to an amazing selection of movies to stream anytime and as many times as you like. BRAVIA CORE is the first in the industry to feature Pure Stream technology achieving near-lossless 4K UHD Blu-ray equivalent quality with streaming up to 80 Mbps delivering stunning visuals and expressive sound quality.
Enjoy Immersive and Engaging Cinematic Content As The Creator IntendedSee your favorite content the way it was always meant to be watched with a range of technologies that preserve the creators intent. Dolby Vision brings scenes to life with striking highlights deeper blacks and vibrant colors. IMAX Enhanced content brings the immersion into the home with digitally remastered movies that provide full-screen picture and more powerful sound just as the creator intended. Netflix Adaptive Calibrated Mode allow you to enjoy Netflix original content in original studio picture quality by working together with the ambient light optimization feature of BRAVIA XR TVs to immerse you in your favorite shows by optimizing the picture brightness based on you
Next-Generation Picture and Sound with Cognitive IntelligenceSee how real your entertainment becomes and experience immersive depth and lifelike picture quality powered by Sonys intelligent Cognitive Processor XR. Revolutionary TV processing technology delivers enhanced contrast with detailed blacks and natural colors. Hundreds of thousands of individual on-screen elements are processed and remastered in the blink of an eye boosting color contrast and clarity bringing astounding realism to your content.
More Depth and Texture with Pure Blacks and Stunning HighlightsFeel the beauty of OLED contrast with pure blacks and lifelike brightness. XR OLED Contrast Pro technology powered by the Cognitive Processor XR analyzes and enhances the picture in the same way the human eye focuses for immersive depth and realism resulting in ultra-detailed shadows and crisp clean peak highlights. No more details overwhelmed by shadow or lost in blown-out highlights.
A Wide Color Spectrum for Real-World Shades And HuesSee colors that are natural and beautiful to the human eye. The Cognitive Processor XR enables Sony BRAVIA XR TVs to access billions of accurate colors and reproduce each shade with the subtle differences seen in the real world. XR Triluminos Pro further enhances the range of hues and saturation allowing for extremely precise details within textures and ensuring skin tones look completely natural with the same accuracy as the human eye.
The Entertainment You Love. With Help From Google.See 700000+ movies and TV episodes plus live TV all in one place. Google TV brings your favorite content from across your apps and subscriptions and organizes them just for you. Searching is easy just ask Google. Try saying Hey Google find action movies to search across your favorite apps.
Bring the Cinematic Experience Home Enjoy Included Movies with BRAVIA COREWith the BRAVIA CORE app enjoy the latest Sony Pictures Entertainment (SPE) titles and the largest IMAX Enhanced collection. Use the included credits to choose from hundreds of the latest release movies to redeem. In addition youre subscribed to an amazing selection of movies to stream anytime and as many times as you like. BRAVIA CORE is the first in the industry to feature Pure Stream technology achieving near-lossless 4K UHD Blu-ray equivalent quality with streaming up to 80 Mbps delivering stunning visuals and expressive sound quality.
Enjoy Immersive and Engaging Cinematic Content As The Creator IntendedSee your favorite content the way it was always meant to be watched with a range of technologies that preserve the creators intent. Dolby Vision brings scenes to life with striking highlights deeper blacks and vibrant colors. IMAX Enhanced content brings the immersion into the home with digitally remastered movies that provide full-screen picture and more powerful sound just as the creator intended. Netflix Adaptive Calibrated Mode allow you to enjoy Netflix original content in original studio picture quality by working together with the ambient light optimization feature of BRAVIA XR TVs to immerse you in your favorite shows by optimizing the picture brightness based on you
Dimensions (Overall): 24.63 inches (H) x 42.13 inches (W) x 2.38 inches (D)
Weight: 29.6 pounds
Electronics Condition: New
Electronics Features: Streaming Capability, Wi-Fi, Internet Applications, Smart TV, Wide Viewing Angles
Aspect Ratio: 16:9 Aspect Ratio
Screen Resolution: 4K
Wireless Technology: Bluetooth
Native screen refresh rate: 120 Hz
Smart platform: Android TV
VESA Mounting Standard: 200x200
Voice assistant built-in: Google Assistant Built-in
Backlight type: OLED (No Backlight)
Screen Mirroring Technology: Google Chromecast
High Dynamic Range (HDR): HDR10
Stand Depth: 0 inches
Stand Width: 0 inches
Number of HDMI ports: 4
Product Depth with Stand: 8.88 inches
Product Height with Stand: 27.5 inches
Product Width with Stand: 42.13 inches
Screen Size: 48 inches
Battery: 2 AAA Alkaline, Required, Included
Warranty: 1 Year Limited Warranty. To obtain a copy of the manufacturer's or supplier's warranty for this item prior to purchasing the item, please call Target Guest Services at 1-800-591-3869
TCIN: 87088014
UPC: 027242924666
Origin: made in the USA or imported
Energy Guide Label Required:
ENERGYGUIDE LABEL REQUIRED
The above item details were provided by the Target Plus™ Partner. Target does not represent or warrant that this information is accurate or complete. On occasion, manufacturers may modify their items and update their labels.
We recommend that you do not rely solely on the information presented. If you have a specific question about this item, you may consult the item's label, contact the manufacturer directly or call Target Guest Services at 1-800-591-3869.
If the item details above aren’t accurate or complete, we want to know about it.
Shipping details
Estimated ship dimensions: 7 inches length x 46 inches width x 29 inches height
Estimated ship weight: 50 pounds
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii, American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
item ships from third party seller: WORLD WIDE STEREO
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 30 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
Q: Does this TV support Apple Play?
submitted by Chris - 10 months ago
A: Hi Chris, thanks for reaching out about the Sony XR48A90K 48" BRAVIA XR OLED 4K HDR Smart TV with Google TV. Yes, you can use Apple® AirPlay® to mirror the display or stream content from your Apple devices to a Google™ TV. If you have any additional questions, we welcome you to contact MyTGTtech at 833-848-8324 every day, between 7 am-11 pm CST.
submitted byRena - 10 months agoTarget expert support
Q: Costco has 2 years if having extended service it will be 5 years total, why not your company?
submitted by Helen - 1 year ago
A: Hi Helen, thanks for reaching out about Sony XR48A90K 48" BRAVIA XR OLED 4K HDR Smart TV with Google TV. To better understand your individual needs, we welcome you to contact MyTGTtech at 833-848-8324 every day, between 7am-11pm CST.
submitted byJoe - 1 year agoTarget staff support
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4.6 out of 5 stars with 857 reviews
Excellent image quality
5 out of 5 stars
SueBGreen - 3 days ago
originally posted on sony.com
I have had a Sony Television previously . I did feel that I would have to renew with the same brand because of its great quality.
Adjustments
3 out of 5 stars
Jag1961 - 7 days ago
originally posted on sony.com
Great difficulty adjusting colour and contrast...black background and figures with no detail...after many tries, no improvement. Nice looking TV with good sound...pity about the picture. I should have got the sales person to give me more detailed advice about how to adjust the TV, however, I am not convinced they could have done any better.
1 reply from Sony support team team - 4 days ago
Hi, Thank you for your feedback. We're happy to hear that you're enjoying your XR-42A90K, and we hope you continue to enjoy it for years to come! Yet, we're sorry to hear that you're facing difficulties adjusting the picture quality. You can learn more about the picture modes and adjust the picture quality to your preferred options by following the steps here: https://cutt.ly/Brg5VCtn Moreover, if you need any further assistance, please do not hesitate to contact us using the details here: https://cutt.ly/heoRCkdW Menna @Sony Support UK
Excellent television
5 out of 5 stars
Smukman - 8 days ago
originally posted on sony.com
Bought this a couple of weeks ago to directly replace a previous Sony 48” set that we have given to our son. That set was almost 5 years old and working perfectly so we had no hesitation in buying an almost identical one new for ourselves. Although this set is primarily designed for gaming / gamers we use it solely as a television and are delighted with its performance. Recommended!
Well ... it fits!
4 out of 5 stars
nlpb - 10 days ago
originally posted on sony.com
I bought the Sony A90K for one reason - it's the only 48"TV that will fit in the available space. This is because it has a two position stand, the lower position being just a few mms high. Regarding the peformance: initially I was disappointed with the brightness (a known issue) and the sound (which is supposedly the best from this size of TV). However, over the intervening 4 weeks the screen has slowly brightened so that I no longer have to set it at full, and the sound has improved as the loudspeakers get exercised. The Google operating system is pretty clear and the remotes OK. There are lots of facilties I have yet to try, but importantly all the basics work well. So, all in all, I'm pleased - despite the price.
1 reply from Sony support team team - 5 days ago
Hi, Thank you for your review. We're sorry to hear that you're not satisfied with the sound and the brightness of XR-48A90K. Yet, we're glad to hear that you're happy with fit and the features on your TV. To help you fix the brightness issue, you try the following steps: https://cutt.ly/crg2pSIl. Also, regarding having the best picture experience, you can configure various settings related to the TV display to match your preferences: https://cutt.ly/3rg2azUh For adjusting various settings related to the TV’s sound, such as sound quality and sound mode, to have the optimum experience: https://cutt.ly/Yrg2a6PF If the sound and brightness issues persisted, you can try these troubleshooting steps: - Unplug the TV from the power outlet, wait for about 2 minutes, and then plug it back in. This can help reset the TV and resolve minor issues. - Ensure all cables (power, HDMI, etc.) are securely connected and not damaged. - Regularly check for and install firmware updates to keep your TV running smoothly. You can find updates on this link: https://cutt.ly/Srg2dnDI Consider performing a factory reset. This will restore the TV to its original settings but will erase all personal settings and data: https://cutt.ly/trg2dDSu If you have any issues in the future, please don't hesitate to contact us using this link to assist you: https://cutt.ly/leABWCVc Ahmed @Sony Support UK
Sony TV
3 out of 5 stars
Pharl - 11 days ago
originally posted on sony.com
First Sony TV kept switching off but quickly replaced by Moss of Bath and new TV performing very well - very happy with picture quality etc
1 reply from Sony support team team - 5 days ago
Hi, Thank you for your review. We're sorry to hear that your first XR-42A90K kept switching off, but we're glad to know that Moss of Bath quickly replaced it for you. We're glad that you're happy with the picture quality. To help avoid similar issues in the future, here are some steps you can follow: - Unplug the TV from the power outlet, wait for about 2 minutes, and then plug it back in. This can help reset the TV and resolve minor issues. - Ensure all cables (power, HDMI, etc.) are securely connected and not damaged. - Regularly check for and install firmware updates to keep your TV running smoothly. You can find updates on this link: https://cutt.ly/Mrg0LMsr If you encounter persistent issues, consider performing a factory reset. This will restore the TV to its original settings but will erase all personal settings and data: https://cutt.ly/erg0ZmUo If you have any issues in the future, please don't hesitate to contact us using this link to assist you: https://cutt.ly/leABWCVc Ahmed @Sony Support UK
Great picture
5 out of 5 stars
Cornish Granite - 11 days ago
originally posted on sony.com
A quality TV from Sony. Excellent picture quality and recommended.
Beautiful picture and sound!
5 out of 5 stars
Jlind5905 - 13 days ago
originally posted on sony.com
I always buy Sony because no other company can match their picture and sound. Sony is also an extremely reliable TV.
1 reply from Sony North America Customer Support team - 13 days ago
Hi there, we are so happy to hear that you are loving the beautiful picture and sound of the Sony A90K! This TV is powered by our Cognitive Processor XR and XR Triluminos Pro, which enables this set to access over a billion colors, and reproduce each one with the subtle differences seen in the real world. We hope you continue to enjoy the excellent quality that our products offer. Thank you for choosing Sony. Best regards, Dominick
OLED TV
5 out of 5 stars
Timbo174 - 14 days ago
originally posted on sony.com
Very happy with new Tv It was quite expensive but seems like a good set
Set up hard
4 out of 5 stars
Fred99999999 - 14 days ago
originally posted on sony.com
All works OK but initial set up was not clean we had to disable the satellite to use freesat
1 reply from Sony support team team - 10 days ago
Hi, Thank you for your feedback. We're happy to hear that you're enjoying your XR-42A90K. Yet, we're sorry to learn that you're facing difficulties with the TV initial set up. You can tune and receive satellite channels by following the steps here: https://cutt.ly/arf9aNRe Also, you can always use this link to help you with the initial setup of your TV: https://cutt.ly/Yrf9g093 Moreover, if you need any further assistance, please do not hesitate to contact us using the details here: https://cutt.ly/heoRCkdW Menna @Sony Support UK
Easy to use smart tv
5 out of 5 stars
PeterJS - 22 days ago
originally posted on sony.com
Our first smart tv which always seemed complicated kit when we saw them used them in our children’s homes. We bought it with some nervousness but in fact quite straightforward to use it although searching seems cumbersome. Brilliant picture quality.
It's the usual Sony top quality product
5 out of 5 stars
Wkd1 - 24 days ago
originally posted on sony.com
Brilliant Sony TV is what I expect from Sony. Also I don't need a sound bar the in screen speakers are very good quality. No problems at all with the brightness of the picture either I'm not going to be using outside or in full sun
Great picture, good sound!
5 out of 5 stars
Smit54 - 27 days ago
originally posted on sony.com
Excellent TV, the picture is great and the sound pretty good too. Easy to set up.
The TV comes with NO remote control
1 out of 5 stars
jennyho109202 - 28 days ago
originally posted on sony.com
I was all excited to get the new TV installed and when it came time to turn it on and set it up - THE REMOTE CONTROL WAS MISSING! The TV does NOT come with the remote control. It took me over an hour with Sony's customer service - starting from Sales to Technical Support and upon my request, to Customer Relations - before they placed an order for me to have the remote control shipped. Now it still takes another 2-3 business days for the shipment to arrive. I cannot believe Sony is doing this to me and am utterly disappointed.
1 reply from Sony North America Customer Support team - 26 days ago
Hi jennyho109202, Thank you for sharing your experience and we sincerely apologize for the inconvenience you've faced. We understand how frustrating it must have been to receive your new TV and find that the remote control was missing. This is definitely not the experience we aim to provide, and we're sorry for the delays you encountered while working with customer service. We truly appreciate your patience as we work to resolve the situation and we're glad that we could arrange for the remote control to be shipped to you. We hope that you can enjoy your new TV! Thank you for choosing Sony. Sincerely - Stephanie
Perfect picture
5 out of 5 stars
shortngrey - 29 days ago
originally posted on sony.com
Had this TV for three weeks and it still surprises me with the picture quality. Details pop from the screen making it a pleasure to watch.
Great picture
4 out of 5 stars
Maah - 1 month ago
originally posted on sony.com
Had this TV to replace a Panasonic TV. Has taken me a while to get used to the controls, and how to access viewing the set top box. The picture is great. Sound is good, but not so good when listening to programmes from the set top box. However this could be due to the way I have it set up. All in all, pleased with the purchase
1 reply from Sony support team team - 1 month ago
Hi, Thank you for your feedback. We are happy to hear that you are enjoying your XR-48A90K, and that you like the picture quality. Yet, we're sorry to learn that you're facing difficulties with the sound quality. You can use our online help guide, as it's really comprehensive and thorough, and you can use the search bar in it to learn more about the XR-48A90K settings and features: https://cutt.ly/SrpUtzcg and you can also reach the same user guide by pressing the help button on the remote control of the TV. You can also enhance the sound quality of your TV by adjusting it to your desired options by following the steps here: https://cutt.ly/frpUyVz8 And for advanced sound settings, you can follow the steps here: https://cutt.ly/OrpUuxx8 Moreover, if you need any further assistance, don't hesitate to contact us using the details here: https://cutt.ly/heoRCkdW Menna @Sony Support UK
Set up directions lacked verbage
5 out of 5 stars
Rudy71 - 1 month ago
originally posted on sony.com
Set up directions lacked verbiage and very difficult to follow with only pictures. Did not have words to tell what part goes where. Hubby invented new swear words putting it together! TV quality and sound are excellent. Perfect upgrade from our other Bravia that finally croaked after 18 years, yes 18 years!
1 reply from Sony.com team - 1 month ago
Hi Rudy71, We appreciate your honest feedback! We’re sorry the setup instructions were challenging. It’s amazing to hear that your last BRAVIA lasted 18 years, and we’re thrilled your new Sony BRAVIA XR A90K is proving to be a worthy upgrade. Enjoy the excellent picture and sound! Thank you for choosing Sony! -Maria
Another Sony!!!
5 out of 5 stars
Fungus888 - 1 month ago
originally posted on sony.com
I have been shopping Sony all my life. My oldest Sony is almost 20 years old. Time to get updated with the times. Finally went high high tech! I got the near top best and love the 4k image and the apps! Daughter can’t say I’m an old boomer anymore!
1 reply from Sony North America Customer Support team - 1 month ago
Awesome, Fungus888! We're glad you like your new TV. Enjoy and thanks for choosing Sony. -Craig
Great product
5 out of 5 stars
Steve1234 - 1 month ago
originally posted on sony.com
I bought this product a few weeks ago and I am very happy with the features and picture.
Great tv
5 out of 5 stars
Rob M - 1 month ago
originally posted on sony.com
Bought 2 weeks ago for tv bed great sound and picture
Excellent TV!
5 out of 5 stars
Ian88 - 1 month ago
originally posted on sony.com
While there are cheaper OLED TVs on the market, you certainly get what you pay for with this Sony model. Picture and sound are both excellent. Only tiny niggle is that the table top stand setup was more fiddly that I thought it needed to be and the guide was unclear. Nevertheless, I am delighted with the television.