Sony Reveals Full Details Of Its New True RGB TV Range—Including Prices

SONY is using True RGB not just as a picture-quality upgrade but as a category reset: by spanning both a halo flagship and a lower tier, it is trying to normalize RGB as a platform rather than a one-off demo product. That matters because it broadens the attach rate across size points and price bands, increasing the odds that retailers, custom installers, and AV reviewers treat Sony as the reference implementation before rival vendors can fully standardize their own messaging. The second-order effect is margin mix: if the technology genuinely scales down the stack, Sony can defend premium pricing without needing every unit to sit at the extreme top end.

The main competitive read is that Sony is attacking the two weaknesses that have historically limited premium LCD adoption versus OLED: power draw and reflective performance. If its efficiency claims hold in the field, that reduces one of the few objective knocks against bright mini-/RGB LED sets, especially in large-format and commercial use cases where energy economics matter. The heat-compensation system is the more important moat than the headline nits number; sustained color stability is the kind of issue that only shows up after demos, and it can quietly suppress return rates and increase professional endorsement if execution is real.

For rivals, the pressure is asymmetrical. TCL and other value RGB entrants face a premium-brand credibility challenge, while Samsung and LG have to defend anti-reflection and living-room usability narratives rather than just peak brightness. The risk is that this launches into a hype-heavy period where early reviews focus on showroom impact rather than long-duration calibration drift, software reliability, and manufacturing yield; any softness there would matter over the next 1-2 quarters more than initial sell-through. Conversely, if installer/channel feedback is strong, this can extend Sony’s TV relevance into 2026 despite weak secular unit growth in the broader panel market.