Sony RGB TVs are here: How much the Bravia 7 II and 9 II cost and how they're different

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Sony officially unveiled its highly-awaited True RGB TVs on May 27. The Sony Bravia 7 II and Sony Bravia 9 II enter the crowded arena of fresh RGB TV releases from Samsung and Hisense, as well as the LG Micro RGB TV that's currently available to preorder. (Tell me RGB was one of the biggest TV trends at CES 2026 without telling me.)

Though Sony's flagship RGB TV announcement came later than those of the other big brands, the two new models are making up for lost time by skipping the preorder window. The Sony Bravia 7 II and Sony Bravia 9 II are both available for purchase at Sony.com and Best Buy, along with their new home audio sidekick, the Sony Bravia Theater Trio. Let's dive into the differences.

How are the True RGB TVs different than other Bravia models?

Not to be confused with the mini-LED Sony Bravia 7 or Sony Bravia 9 models without "II" on the end, the Bravia 7 II and Sony Bravia 9 II use a new type of backlighting that we've never seen from a Sony TV.

The traditional LCD panels behind those mini-LED Bravia models stream blue or white LEDs through quantum dots to create color. Those hues definitely beat what you'd see from a regular LED TV without quantum dots, but mini-LEDs still don't achieve 100 percent coverage of the color gamut (the full possible spectrum of colors visible to humans).

Sony's True RGB TVs, however, draw their light from true red, green, and blue light sources — the best you could ask for in terms of color accuracy and saturation. Each of those red, green, and blue LEDs operates independently of one another, offering unprecedented picture quality across the screen. According to the press release, Sony's new RGB Backlight Master Drive Pro processor should improve brightness, reduce blooming, and produce purer color than conventional mini-LED displays.

This means that the screen should appear just as vibrant to the person sitting on the far edge of the couch as the person in the middle, OLED-style. But unlike OLED TVs, these RGB TVs should be much easier to see in a sunny room.

Both Sony True RGB Bravia TVs also include Ambient Optimization, which will automatically tweak picture and audio to the current environment. From there, the Bravia 7 II and Bravia 9 II have a few key differences.

First, here's how much the Sony Bravia 7 II lineup costs:

• Sony 50-inch Bravia 7 II — $1,599.99 (coming this summer)

• Sony 55-inch Bravia 7 II — $2,099.99

• Sony 65-inch Bravia 7 II — $2,599.99

• Sony 75-inch Bravia 7 II — $3,099.99

• Sony 85-inch Bravia 7 II — $3,999.99

• Sony 98-inch Bravia 7 II — $8,999.99

Compared to the RGB flagships from Samsung, LG, and Hisense, Sony will be the only brand to offer a 50-inch RGB model. Until that size launches, the 55-inch $2,099.99 price point isn't outlandish to kick off the tier — that's less than the new 9-speaker Bravia Theater Trio Dolby Atmos system, which costs $2,199.99.

The Bravia 9 II takes bright room performance up another notch with a special set of advanced backlight controllers and Sony's new glare-free Immersive Black Screen Pro (we saw it in person, and it genuinely is glare-free). The Bravia 9 II may not be an art TV by name or wall mount, but it certainly checks off the matte screen and ambient mode boxes. And yes, Sony has its own art gallery app.

Here's how much the Sony Bravia 9 II lineup costs:

• Sony 65-inch Bravia 9 II — $3,599.99

• Sony 75-inch Bravia 9 II — $4,599.99

• Sony 85-inch Bravia 9 II — $6,499.99

• Sony 115-inch Bravia 9 II — $30,999.99 (coming this fall)

Sony is no stranger to being the most expensive TV choice in any given category, but both Bravia models seem pretty reasonably priced compared to the competition. Samsung and Hisense's two RGB tiers are slightly more affordable than Sony's, with LG's Micro RGB evo leading the pack. Though operations under Sony and TCL's partnership aren't expected until April 2027, could we already be seeing a shift toward (slightly) more affordable Sony TVs?