Starpower recently hosted Sony’s U.S. launch event for the new 115-inch BRAVIA 9 II True RGB TV at its Dallas showroom, giving customers and custom integration professionals an early look at the company’s latest large-format display.
The event focused on Sony’s True RGB LED architecture, which utilizes independently controlled red, green, and blue LEDs to enhance color volume, brightness, and contrast compared to conventional LED displays. According to Sony, the technology is designed to deliver OLED-like color performance while maintaining the higher brightness associated with Mini LED technology.
The event also reflected the growing interest in ultra-large direct-view televisions for premium residential installations. As screen sizes continue to increase, retailers and integrators are seeing more homeowners consider large-format TVs for media rooms and open-concept living spaces in addition to traditional dedicated home theaters.
“The conversation isn’t simply about buying a bigger TV anymore,” said David Pidgeon, CEO and President of Starpower. “At 115 inches, homeowners are thinking about the entire entertainment experience—from seating and lighting to audio and control.”
While front-projection systems remain a popular choice for dedicated theater rooms, Starpower noted that displays exceeding 100 inches are increasingly being specified for spaces where ambient light, everyday viewing, and multi-purpose use are important considerations.
During the event, attendees evaluated the BRAVIA 9 II’s brightness, HDR performance, motion handling and off-axis viewing in a showroom environment. Sony representatives and Starpower’s integration team also discussed system design considerations, including premium audio, lighting control, networking and smart home integration.
The demonstration highlighted the continued evolution of the premium television category, where manufacturers are pairing larger screen sizes with new display technologies while retailers position these products as part of broader home entertainment installations rather than standalone displays.
Sony’s 115-inch BRAVIA 9 II True RGB TV is available through authorized Sony dealers, including Starpower.
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