First impressions: Sony's Master Series A9F & Z9F are reference-grade TVs for the discerning consumer

Note: This article was first published in August 2018 and is re-published as the TVs are now available in retail.

The trappings of a Sony Master Series TV

New TVs launches come cyclically every year, most notably either previewed during IFA or at CES. This year, Sony pulled out all stops to showcase a new class of TVs – one that's elevated high enough to match the director’s intent closely.

The most thought-provoking aspect of the launch is how Sony steered clear of throwing new jargons or specification figures. They are not in it to match specification figures or fall into the numbers game. Instead, they aim to preserve and deliver the creator’s intent.

Enter the all-new Master Series A9F (OLED) and Z9F (LCD) TVs launched on the 1st of August 2018 and are coming to retail sometime later in September.

What’s with the Master series naming?

To understand that, we’ll first need to recognize what drives Sony.

Simply put, their mantra is to get closer to people by connecting them through Kando – the ability to invoke an emotional response through inspiring the heart and soul.

Sony has always championed their Lens to Living Room concept that focuses on their heritage of photo and cinematography which enables them to deliver studio production grade equipment that drives big screen entertainment though Sony Pictures, while also enabling home entertainment through TVs in the living room via Sony Electronics.

With so much effort going into producing and delivering the director’s vision on a cinema theatre, Sony is keen to upkeep the director’s intent even in the small screens in the living room.

Why pursue preserving the creator’s Intent?

Many major studios and production houses make their creative decision through Sony’s professional reference monitor – the US$30,000 30-inch 4K OLED monitor. As such, the Sony BVM-X300 is the de-facto industry standard for content production needs.

Sony wants to deliver this studio-quality experience to the living room, all day, anytime. It is about experiencing the movie as the director intended for the audience - no matter if it's in the theater or the comfort of one's home.

The problem is that various display technologies exist in the market with each TV having very different characteristics. LCD TVs offer much higher screen luminance whereas OLED TVs offer precise control per pixel. So minimizing the gaps to deliver an accurate signal suitable to the TV and technology used is key.

This leads to the definition of the Master series TV, whose aim is to reproduce the creator’s intent with highly accurate and high-performance picture reproduction and deliver it to the home. Only top of the line products and the very best in Sony's lineup can be worthy of the Master Series naming.

What are the Sony Master Series technologies involved to reproduce the creator’s intent?

There are five core areas that Sony is focusing on preserving the director’s intent at home (along with the corresponding Sony proprietary technology naming):-

• Better contrast (Pixel Contrast Booster)
• Good motion handling (X-Motion Clarity)
• Wider viewing angle (X-Wide Angle)
• Accurate processing system (Object-based Super Resolution, Object-based HDR  remastering)
• Panel level accuracy (CalMAN AutoCal aftermarket calibration support)

Enabling Sony Master Series technologies: All-new X1 Ultimate processor

Their secret sauce to deliver the creator’s intent? At the heart of their brand new A9F and Z9F TVs is a new X1 Ultimate picture processor that’s two times more powerful than the current X1 Extreme processor. Sony has stressed that accurate signals processing is imperative and tops anything else in importance to advancing their TVs capabilities.

Having a better processor means the TV can best analyze the incoming signal and analyze the panel/TV tech you’re using to determine the best way to combine these findings to get the best picture quality out of it. The existing X1 Extreme has dual databases for noise reduction and upscaling processing to enhance detail, in addition to color resolution processing, super bit-mapping, SDR remastering to HDR and more. All of these are brought over to the X1 Ultimate and its further aided by a few more new features:-

• Object-based Super Resolution & HDR remastering (applicable to A9F and Z9F)

With a vastly powerful processor, the X1 Ultimate can slice through a scene far more finely than the X1 Extreme could. For example, a bunch of grapes isn’t processed as a whole; instead, it can now be mastered per grape for greater accuracy, detail, better depth and texture. All-in-all, to deliver a far more realistic picture thanks to true object-based processing enabled by the higehr throughput of the new processor. To give you an idea, Sony shared that the X1 Extreme can currently process 16 concurrent objects, but the X1 Ultimate has raised this ceiling considerably as it’s able to process every object seen on the screen. (Sony hasn't revealed a specific figure, but it's far much more than X1 Extreme could muster.)

• Pixel Contrast Booster (applicable to A9F and Z9F)

In conjunction with the new X1 Ultimate picture processor, this panel controller maximizes the screen’s dynamic range by widening the area of color reproduction at high brightness. It’s rumored that Sony removed the panel’s automatic brightness limiter so that their TVs can go far brighter and deliver a more impactful HDR picture.

•  X-Wide Angle (applicable to Z9F only)

As impressive is Sony’s Z9D with its Backlight Master Drive technology, its off-axis viewing angles were not great for family viewing needs. For the new Z9F, Sony has improved its panel’s optical film structure and along with better signal processing with the X1 Ultimate processors, the new Z9F has improved its off-axis viewing angles considerably over the current Z9D. In fact, it has an almost IPS-like viewing angle. Color shifts and black level shifts associated with VA panels being viewed off-axis have significantly reduced.

• X-Motion Clarity (applicable to Z9F only)

As the Z9F is a full-array local dimming based TV, Sony is able to object-based blink the backlight only in areas where motion is detected but also alternate that with X-tended Dynamic Range Pro boosting technology (Sony's proprietary direct LED local dimming and backlight boosting algorithm) to maintain high brightness. So what Sony is doing with X-Motion Clarity (a feature first introduced in this year's X9000F model) is boosting and blinking concurrently to maintain high brightness content while delivering better motion capabilities. Thanks to the high processing throughput of the new X1 Ultimate processor, Sony is now able to employ multi-zone motion dimming to effective areas of the scene where movement is present to preserve high brightness and minimize motion blur concurrently. In a conventional TV when you try to improve the picture quality or motion, you blink the entire backlight, which reduces the overall brightness of the picture.

Here's a quick clip to show the difference with X-Motion Clarity enabled (left) and disabled (right) on the same TV:-

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More new features to preserve the creator’s artistic intent

CalMAN’s auto calibration: Easier home TV calibration beyond factory calibration

While Sony does factory calibration to ensure native panel uniformity, the fundamental necessity to set the stage right for display accuracy, variations in characteristics of each manufactured panel always exist.

To fine-tune color control, and accuracy to match the creator’s intent, further manual calibration is needed. As such, aftermarket calibration is a necessity for anyone who wants a highly accurate reproduction of the director’s intent to make the screen perfect (or bring it close to perfection). After all, you can’t adjust any parameters accurately if you are not sure if your screen is displaying colors accurately.

Manual calibration is, however, a very time consuming iterative process of displaying a pattern, fine-tuning the display, and taking measurements with a display meter. Sony’s new partnership with CalMAN to fast track aftermarket calibration at home by reducing several fine-grained steps in the calibration process and tools to help professional calibrators and prosumers better tune the TV with less hassle.

To give you an idea, Sony shared that a typical 21-point grayscale calibration can take an hour - and this is just for one test. CalMAN’s AutoCal on CalMAN Ready TVs will bring this down to just 3 minutes! You’ll still need a meter to analyze the patch on the screen, a standalone signal/pattern generator and CalMAN software running off a laptop. While it still requires a certain level of professional knowledge and handling to fine tune the display and use the gear to make it possible, AutoCal’s sole purpose it for speedier calibration. This is most appreciated as now more than ever before, the calibration process is getting lengthier due to changing technologies and multiple standards (look at the state of HDR).

For now, Sony’s Master Series TVs is the first to be CalMAN Ready - applicable to both the A9F and Z9F.

To augment this Sony has implemented a fully working color management system (CMS) into the Master Series TVs – a first for any Bravia TV that’s intended for home use. With this, you’ve access to adjust ALL the color parameters through a user menu.

Netflix Calibrated Mode: Maintain the director’s intent even on streamed content!

Another unique feature that’s available only on the new Master Series TVs, the Netflix Calibrated Mode is a unique collaboration between Netflix and Sony to help deliver the director’s intent even through streaming content.

This single toggle function overrides all other TV presets (even custom configurations) to work on any Netflix content streamed through the TV’s Netflix app. Take note that this feature does not work if you’re streaming Netflix from your phone or other media player boxes. This function will only be present in the Netflix app that comes with the TV (which mind you, is only applicable for the A9F and Z9F models). While we suspect Netflix will eventually roll this feature out with other TV vendors, for now only the Sony Master TV series can boast of this.

While we are skeptical if such a mode can make a difference to your content viewing as it is unlikely that there are special parameters for every unique programme that Netflix has in its library, it is probably that there are genre based settings that Netflix can apply. Speaking with Sony staff on the ground at the event, some have shared that Netflix can optimize viewing on a per show basis (e.g., Lost in Space, Stranger Things, etc.) for specific TVs. The latter part is easier to control when Netflix is working with only limited vendors and TVs – in this case, just Sony and there are only two TV models that support this now). And if it’s a Netflix production, there’s even more control on their end.

It’s still early days on how this will pan out, but ultimately, consumers will appreciate a one-click option when most don’t necessarily spend time calibrating their TVs (or even not at all). According to Netflix, you can expect more precise colors, accurate dynamic contrast and better motion to help you experience streaming content closer to the director’s intent.

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Testing out the Sony Master Series A9F and Z9F - Setting the stage

During the launch of the A9F and Z9F, Sony also arranged a closed-door preview session of the TV, comparing it against other competitive offerings in the market and against an expensive professional reference monitor – Sony’s very own US$30,000, 30-inch 4K OLED monitor. This is to better uphold their marketing proposition that the new Master Series TVs can, in fact, come close to matching studio-grade mastering equipment.

Unfortunately and expectedly, we weren’t allowed to film/photograph and that’s likely because of the competitive products used for comparison. Additionally, the TVs aren’t exactly in their final edition of the firmware, so there could yet be minor updates (for the better), which we’ll suss out when getting a retail edition for review.

In terms of TV settings used for this teaser, all screens were using out-of-the-box settings – yes, I’ve checked. Sony’s goal was to also showcase how good their Master Series TVs are out of the box and should you have no time or patience, they’ve proven that you don’t really need to tweak them.

However, we did manage to get some shots of the A9F and Z9F in the event hall space where they’ve showcased their TVs side-by-side with and without its Sony X1 Ultimate picture processing enhancements. So it’s basically an A9F vs. another A9F (X1 Ultimate disabled) and a Z9F vs. another Z9F (X1 Ultimate disabled).  While this doesn’t necessarily show the difference between an existing A1E OLED TV and their latest A9F incarnation (which we’re more interested to find out), it does show the importance of having good signal processing.

With the parameters and expectations set in stone, here are my preliminary findings from trialing both the TVs.

(TL;DR edition:- If the preview holds true, and if the price is not a concern, these are some of the best TVs I’ve ever experienced. Now if only I can get a ransom for my Star Wars LaserDisc collector's edition...)

Experiencing the Sony Master Series A9F OLED TV

For the OLED TV face-off, Sony picked the LG E8 to pit against its A9F. We were expecting either the G8 or W8 though, but the E8 is adequate enough as most of LG’s OLED line-up are fairly well matched in capability. As iterated earlier, Sony’s top-end professional reference OLED monitor was also present to allow discerning viewers like myself to get a better idea just how close the A9F is able to reproduce the playback materials as the creator’s intended. Both TVs are using factory calibrated TV parameters. On the Sony A9F, it’s using the new Custom Mode which now contains the Cinema Pro mode setting that’s recommended for movie watching. On the LG E8, Movie picture mode was used to level the playing field.

Sony dispensed with standard test materials and jumped straight to running movie clips, especially those with dark scenes since OLED TVs excel in that. Viewing two movie clips from the horror thriller movie IT, and Crouching Tiger Hidden Dragon, I could notice that the A9F exhibited less noise and color shifting than on the LG E8. The A9F also preserved shadow details much better than the LG E8, while black levels seemed a tad crushed on the latter. For example in Crouching Tiger Hidden Dragon, there was a scene where I noticed missing brickwork on a wall in a dark scene when viewing on the LG E8, but it was clearly present on the Sony A9F.

Even color tones were more accurate on the Sony A9F. Human skin tones are the best litmus test here and the LG exhibited redder tones in the Hidden Figures movie. It certainly looked more vibrant, but it’s far from being accurate where the director’s intent is concerned. As such, the A9F is a better shoe-in for more accurate color and tone reproduction.

Moving on to the final test clip from Revenant, we noticed the LG E8 displayed banding and color shifting in onscreen environments with low lighting such as dusk where sunlight is barely present. On the Sony A9F, out-of-the-box, this was handled with aplomb and no tweaking was required.

The keyword here is out-of-the-box experience without spending effort in tweaking. We could sense that the LG E8 could be bettered with some manual tweaking given time and effort. However, the A9F gets it right out of the box.

Apart from imaging quality considerations that the A9F excels, don’t forget that the OLED TV is also endowed with a new Acoustic Surface Audio+ speaker system, which we’ve shared our detailed experience in this feature article. It also has a new TV Center Speaker mode that you should check out. Make no mistake; the Sony A9F has the best audio subsystem of any TV in retail today.

Experiencing the Sony Master Series Z9F LCD TV

First off, we laid eyes on the Sony Master Series Z9F LCD TV which was pitted against Samsung’s current top of the line Q9F 2018 edition, arguably the most expensive and powerful LCD TV in the market. As iterated earlier, Sony’s top-end professional reference OLED monitor was also present to allow discerning viewers like myself to get a better idea just how close the Z9F is able to reproduce the playback materials as the creator’s intended. Again, to reiterate, both TVs are using factory calibrated TV parameters. On the Sony Z9F, it’s using the new Custom Mode which now contains the Cinema Pro mode setting that’s recommended for movie watching. On the Samsung Q9F, the Movie picture mode was used to level the playing field.

First, Sony fielded some standard test materials to showcase the Z9F’s strengths when pushed hard, such a grayscale color ramp. On the Z9F, it handled resolving the grayscale ramp almost as well as the OLED monitor and it was impeccable for an LCD based TV.  The Samsung Q9F wasn’t too bad, but it was bested by the Z9F.

Next up, color gradient testing. Immediately apparent was how well the Z9F handled this, and at various viewing angles. However this proved to be a problem for the Samsung Q9F whose viewing angles aren’t as good and when brightness was lowered, banding was quite evident to crush certain color segments.

Onwards to real-world movie test materials, we noted that skin tone gradation came out very well, and natural, nearing what the professional monitor was outputting. Colors and brightness aspects were also well handled by the TV.  This was much better than the Samsung Q9F for the same scenes.

Viewing HDR test sample scenes, it was evident that the Sony Z9F rendered proper tone mapped shade around the sun, where according to the test material, it was supposedly coded for 4,000 lumens. While the TV can’t go that bright, it was fairly well handled. On the other hand, we saw the Samsung Q9F render that spot much brighter, but it was a much bigger patch of white and there were less gradations. So while the Z9F couldn’t go as bright as the Samsung Q9F, the overall scene was more faithfully reproduced when compared against the reference monitor and it’s hard to argue against it when it’s the best in the production industry.

To compound matters further for the Samsung Q9F, its narrow sweet spot viewing angle resulted in a fair bit of color shifting. As much as Samsung tried to improve the viewing angle concerns on the 2018 edition of the Q9F, the Sony Z9F has made far more significant improvements in this area.

If you recall, one of the highlights for the Master Series Z9F and its X1 Ultimate picture processor is to uplift the TV’s off-axis viewing angle considerably over the Z9D. Working in conjunction is the Z9F’s improved optical film structure for its display panel. This is the X-Wide Angle feature that the Z9F touts. The result is in an almost IPS-like viewing angle, with color/black level shifts significantly reduced. Don’t just take Sony’s word for it, as we snapped the following photo of the Z9F compared with an existing Z9D:-

With the new Master Series Z9F LCD TV, you can watch content onscreen at almost any angle without concerns of color accuracy.

Overall, the Master Series Z9F's performance was outstanding for an LCD TV with full array backlighting. When compared to the reference professional monitor, I was surprised just how close the Z9F was able to emulate it – from color accuracy, color gradations, to tonal quality, you could say the secret sauce is the new Sony X1 Ultimate picture processor.

The X1 Ultimate processor uplift on the Sony Z9F

To further demonstrate how much the Sony Z9F benefits from the new X1 Ultimate picture processor, Sony was happy to allow us to share photos of the Z9F against another Z9F which had the picture processing enhancement turned off. As reiterated earlier, this doesn’t quite depict the advancement of the new processor as earlier TV models are also equipped with the X1 Extreme or the X1 picture processor. As such, this is more of a showcase of Sony’s image signal processing capability in total than the actual advancement made over last year’s Sony TVs.

Preliminary Conclusion

If the preview I've experienced holds true for the retail models, and if the price is not a concern, these are some of the best TVs I’ve experienced to-date.

I expect the A9F OLED TV to be priced a fair bit higher than the Z9F LCD model by virtue of the display technologies used and the far better sound system on the A9F. The consolation is that if the A9F is out of your reach, you still have another Master Series model to consider and it's looking mighty good when pegged against a reference professional monitor.



The Sony Master Series TVs are available worldwide starting September 2018. Country-specific rollout details have yet to be revealed, but we'll update this space once we get wind of it.

Update:- Singapore's A9F OLED and Z9F LCD TV prices revealed.

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