Sony set to drive gamers’ transition from monitors to TVs – In conversation with Ranvijay Singh, Head of BRAVIA Business at Sony India

Gamers switching to TVs? Sounds absurd right? Well, Sony believes with their latest innovations, the difference in experience between a monitor and TV would be almost indistinguishable, driving the controller/mouse and keyboard warriors towards larger screens. Especially after the launch of their latest Bravia X90L.

I had a conversation with Ranvijay Singh, Head of BRAVIA Business at Sony India, about this change and how Sony’s technology could be the driving force for this transition. Not only that, but we also spoke about the changing landscape of the Indian TV market and the scope of customisation of the TV viewing experience. Here’s how the conversation panned out – 

Q: With a new wave of gamers coming in India, what percentage do you think are ready to shift to larger screens like TVs from the conventional monitors that they have been using for years?

I believe that the new wave of gamers in India presents an exciting opportunity for the transition to larger screens, such as TVs, from the conventional monitors they have been using for years. Gaming has evolved significantly, and with the growing popularity of immersive gaming experiences, gamers are seeking larger displays to enhance their gameplay.

While the shift from monitors to TVs may not be instantaneous for all gamers, we anticipate a substantial percentage of them being ready for the transition. Larger screens offer several advantages, including a wider field of view, vibrant visuals, and better overall immersion. Additionally, as gaming communities continue to expand and evolve, gamers are increasingly engaging in multiplayer experiences, making large screens ideal for a shared gaming experience.

Sony Bravia TVs, renowned for their exceptional picture quality and innovative features, provide a compelling option for gamers seeking a seamless transition. With advanced technologies like high refresh rates, low input lag, and HDR support, Sony Bravia TVs offer an immersive and visually stunning gaming experience that conventional monitors may struggle to match.

Also Read: Best Sony Bravia TVs in India

Q: Are there any plans from Sony to provide special integration of their TVs with their consoles?

Sony is committed to providing special integration between our TVs and consoles to deliver an unparalleled gaming experience, and that the reason we have introduced the Perfect for PlayStation5 features with all our L series XR models 2023 launch. The TV automatically detects when the PlayStation is attached to the television and changes to Game Mode. Features like Auto HDR tone mapping, Auto genre mode, Black equalisers are just a few from our plethora of gaming features in year 2023.

We recognise the importance of seamless compatibility and optimal performance when it comes to gaming on our TVs. Sony has a long-standing history of synergy between its TV and console divisions, and we continuously strive to enhance this integration further. Our goal is to create a cohesive ecosystem where gamers can enjoy their favourite PlayStation titles on Sony BRAVIA televisions with utmost convenience and quality.

Also, for the first time ever, Sony is offering discounts on purchases of BRAVIA XR televisions with PS5 gaming consoles. Consumers can avail a special discount of up to Rs 24,000/- on a combined purchase of PS5 with any BRAVIA television from the FY23 XR range. This exciting deal starts from 1st July 2023 onwards and is valid until stocks last.

Q: As a brand that has been active across the world in the audio-video space, what differences do you see in the demands of Indian consumers versus that of the rest of the world?

I have noticed some notable differences in the demands of Indian consumers compared to the rest of the world in the audio-video space. India, with its rich cultural diversity and unique preferences, presents a distinct market with specific consumer needs and expectations. One significant difference is the emphasis Indian consumers place on value for money. While quality is important universally, Indian consumers are particularly conscious of getting the best bang for their buck. 

In addition, Indian consumers often prioritise connectivity options and compatibility with a wide range of devices. With the prevalence of multiple entertainment sources such as set-top boxes, gaming consoles, and streaming devices, seamless integration and versatile connectivity options are highly valued. Indian consumers desire TVs that can effortlessly connect and interact with their existing devices, providing a unified entertainment experience.

As a brand, we understand these unique demands of Indian consumers and strive to cater to their needs by offering high-quality, durable, and compatible products. We continuously innovate to provide cutting-edge technology and features that enhance the audio-video experience while ensuring great value for money. Our commitment to meeting the specific demands of Indian consumers sets us apart in this dynamic and evolving market.

Q: Innovation is cropping up at the research labs of brands left, right, and centre, with flagship technologies trickling down into mid-range and budget TVs. How is Sony keeping up with this trend?

Sony remains at the forefront of innovation in the television industry. We understand the evolving needs and expectations of consumers, and we are committed to incorporating flagship technologies into our entire range of televisions, ensuring that everyone can enjoy cutting-edge features and exceptional quality. Sony's approach to keeping up with this trend is rooted in our commitment to research and development. We invest heavily in our research and continuously pushing the boundaries of what is possible in television technology. This enables us to develop and refine ground-breaking innovations that eventually trickle down into our more accessible product lines.

By leveraging our expertise and advancements in areas like display technology, image processing, and audio engineering, we strive to bring premium features and performance to a wider audience. This approach allows us to offer televisions that deliver impressive picture quality, immersive sound, and intuitive user experiences with not being heavy on the customer’s pocket. Moreover, a focus on vertical integration across various product categories, including televisions, gaming consoles, and audio products, helps us to create synergistic experiences and seamless integration. This ensures that users can enjoy the benefits of flagship technologies across product categories, enhancing their overall entertainment ecosystem.

Q: What does the Sony X90L bring to the table for gamers?

The Sony X90L, a flagship model in the Sony BRAVIA TV lineup, brings an impressive array of features and benefits to the table for gamers. Designed with gaming enthusiasts in mind, the X90L offers an exceptional gaming experience with its cutting-edge technology and specialized enhancements. First and foremost, the X90L boasts a stunning 4K Ultra HD resolution, delivering breathtakingly sharp and detailed visuals. The PS5™ automatically recognises BRAVIA X90L and selects the best HDR setting for your televisions accordingly. With Auto HDR Tone Mapping, the HDR settings will be optimised instantly during your PS5™ console’s initial setup.  So even in high-contrast scenes, you will see the crucial details and colours in the brightest and darkest parts of the screen. 

The TV will automatically switch into the Game mode to minimise input lag and make the action more responsive. When watching movies on PlayStation5® consoles, it switches back to standard mode to focus on picture processing for more expressive scenes. To enhance the gaming experience even further, the X90L features HDMI 2.1 compatibility, allowing for features like Variable Refresh Rate (VRR) and Auto Low Latency Mode (ALLM). These features reduce screen tearing, enhance motion clarity, and ensure optimal input lag when connected to compatible gaming consoles.

The X90L series include an easy-to-use Game Menu where gamers can tailor their settings to their preferences, such as turning on or off VRR or Motion Blur Reduction with quick access. The Game Menu also allows users to increase the brightness in dark areas to easily spot objects and opponents with the black equaliser and can easily take aim on their opponents with six types of crosshairs. New this year is the ability to customise the size of the screen with the screen size feature to concentrate gaming with a smaller, focused screen.

Additionally, the X90L incorporates Sony's Acoustic Multi-Audio technology with a Double bass Reflex, which delivers immersive sound by aligning the sound with the action on the screen. This creates a more realistic and engaging audio experience, adding depth and dimension to games.

Also Read: Sony A80L 65 inch Smart OLED Google TV (XR-65A80L) Review: Premium OLED TV in a competitive market

Q: In terms of customizability (tuning of the audio and visual experience by the users by playing around with the settings of the device), what levels of customisation can we expect from Sony’s latest TVs, especially the upcoming Bravia X90L?

Sony understands the importance of customisation and user preference when it comes to the audio and visual experience on our TVs. With the latest Bravia X90L, users can expect a high level of customizability to tailor their viewing experience to their liking. Starting with visual settings, the X90L offers a comprehensive range of options for users to adjust and fine-tune the picture quality with Dolby Vision dark or Dolby Vision Bright Mode and Vivid mode. This includes advanced settings such as brightness, contrast, colour saturation, and sharpness, allowing users to optimise the visuals to their preference. Additionally, the X90L features various picture modes, including Cinema, Game, Sports, and more, each designed to enhance specific types of content and cater to different viewing preferences.

On the audio front, the X90L provides users with the ability to customise the sound output according to their preferences. It offers equaliser settings that allow adjustments to bass, treble, and other audio frequencies, enabling users to achieve their desired audio balance. The TV also supports various sound modes, such as Standard, Cinema, Music, and Sports, each offering a unique audio profile to suit different content genres.

Furthermore, the X90L is equipped with Sony's Acoustic Multi-Audio technology, which enhances sound positioning and immersive experience. Users can further optimise their audio experience by adjusting settings like audio delay, clear audio, and dialogue enhancement.

Q: With people moving away from conventional forms of media, what changes are brands like Sony making to their products to keep up with the demands of the consumers? Are there any new technologies under works? 

Sony is keenly aware of the evolving consumer demands and the shift away from conventional forms of media consumption. To stay ahead of these changes, we continuously innovate and develop new technologies to meet the expectations of our consumers. One significant change we are making is focusing on smart TV capabilities. Sony Bravia TVs are equipped with advanced smart features and intuitive interfaces that enable seamless access to a wide range of streaming services, apps, and content. This ensures that consumers can easily navigate and enjoy their favourite digital content on the big screen.

We are also investing in technologies that enhance the viewing experience. This includes advancements in picture quality with technologies like 4K resolution, HDR (High Dynamic Range), and OLED panels, delivering stunning visuals with enhanced contrast, vibrant colours, and deep blacks. Sony is also exploring the integration of artificial intelligence (AI) and voice control to make interactions with our TVs more intuitive and convenient. By incorporating technologies like Google Assistant and Amazon Alexa, consumers can control their TVs, search for content, and access information using voice commands. Additionally, we are actively working on future technologies such as Micro LEDs and advanced display technologies to further push the boundaries of visual performance and deliver even more immersive and captivating viewing experiences