Upgrade Viewing Experience

The 3rd Generation α7 processor recognizes the quality of original source and optimizes the contents.
Alpha 7 Gen3 logo on black and blue graphic background Alpha 7 Gen3 logo on black and blue graphic background

AI Picture

The 3nd generation α7 Intelligent Processor recognizes the quality of the original content and optimizes the clarity and sharpness by removing noise. The result is crisp, higher quality visual*.
Slider comparison of picture quality of a nighttime cityscape

Slider comparison of picture quality of a nighttime cityscape

Slider comparison of picture quality of a nighttime cityscape

Slider comparison of picture quality of a nighttime cityscape

Auto Genre Selection

The processor analyzes the type of content—movies, sports, animation, or standard—and automatically adjusts the picture and sound to best suit the genre.

The TV is on the stand, and the screen shows a scene of a movie featuring a horse and a woman. The TV is on the stand, and the screen shows a scene of a movie featuring a horse and a woman.

Auto Genre Selection

The processor analyzes the type of content—movies, sports, animation, or standard—and automatically adjusts the picture and sound to best suit the genre.

The TV is on the stand, and the screen shows a baseball match. The TV is on the stand, and the screen shows a baseball match.

Auto Genre Selection

The processor analyzes the type of content—movies, sports, animation, or standard—and automatically adjusts the picture and sound to best suit the genre.

The TV is on the stand, and the screen shows an animation of an airplane flying through it. The TV is on the stand, and the screen shows an animation of an airplane flying through it.
*Supported only for Dolby Vision content.
*The sound is automatically adjusted only when the AI Sound feature is on.
*Supported only for Dolby HDR content.

AI Brightness Control

A light sensor measures the surrounding ambient light, then the processor finely adjusts tone mapping for optimal screen brightness. HDR content is refined with brightness adjustments that transform darker scenes into ones with stunning contrast, detail, and color depth.
Two women watching the same scene on TV in mirrored living rooms and different brightness conditions Two women watching the same scene on TV in mirrored living rooms and different brightness conditions
*Compared to previous generation.

AI Sound

The 3rd generation α7 Intelligent Processor optimizes sound by genre by analyzing audio sources depending on content type.
A man playing guitar with music dashboard graphics on both sides A man playing guitar with music dashboard graphics on both sides

Virtual 4.0 Up-mix

The AI algorithm up-mixes two-channel sound to convincingly mimic 4.0 surround sound, enhancing the quality for a better listening experience.
Giant waterfall on TV with surround sound graphic Giant waterfall on TV with surround sound graphic

Adaptive Sound Control

Whatever you're watching—dramas, sports, movies, news, or music—the processor recognizes it and optimizes the sound for that specific content type. Newsreaders' voices will be clearer, and movie sound effects will be more vivid.
Five vertical title cards for Movie, Music, Sports, Drama and News Five vertical title cards for Movie, Music, Sports, Drama and News
*Compared to previous generation.

AI Acoustic Tuning

The size of the room, the position of the TV, and where you're sitting are detected through the magic remote. The processor then tunes and balances the sound to fit your space.
Women in the large and minimalistic living room watching people playing on TV. Women in the large and minimalistic living room watching people playing on TV.