“We position it above OLED”

The battle for the best image in the living room can no longer be counted only as a fight between OLED and Mini LED. What we are seeing now is a new layer within the high end: RGB backlit LCD TVs who want to improve the color. Each manufacturer is putting its own brand name on the table, but the underlying direction is similar. In this context, Sony arrives with True RGB and with a phrase that clearly indicates how far it wants to take its bet.

That is the starting point of the conversation we had with Albert GraciaCommercial Director Sony Iberia, during a presentation focused on the company’s RGB 2026 technology and range. Sony did not limit itself to showing new televisions: it wanted to explain why it considers True RGB represents a relevant leap within its BRAVIA family. Hence the question that runs through this article: what cards does Sony play with in a category that is already beginning to move and why does it place its new BRAVIA 9 II at the top of its own range.

Sony enters the RGB battle with two proposals for the Spanish market

Gracia does not present True RGB as an isolated technology, but rather as Sony’s response to a market that is already being filled with similar names. “Right now on the market there are many technologies that carry the RGB names.”, he explained during the conversation, before taking the argument towards the area that interests the company most: the way in which backlighting is generated and controlled.

If we look beyond Sony, photography helps to understand why the term begins to need context. Samsung has the R95H within its Micro RGB familyTCL appears on this map with the RM9L RGB-Mini LED and LG has presented its Micro RGB evo AI, with the MRGB95 as a reference announced for 2026. These are not names that Gracia mentioned in the conversation, but rather examples that we put on the table to understand the market a little better.

Sony BRAVIA 7 II

What these proposals seek is not simply to put another label on the television box, but to attack one of the most sensitive points of the image: how the light that we later see converted into color is generated. The idea, explained without going into all the engineering, is that a component-based backlight red, green and blue allows you to better tune the intensity and chromatic purity. From there come known promises, but important ones for the high-end: more color volume, better gradation and more precise control of the scene.

That’s where Sony tries to make its difference. According to Gracia, True RGB is based on a backlight made up of red, green and blue diodes, but the company’s argument does not stop at using three colors. The key, he defended, is that Sony is capable of “independently controlling each of these color diodes”, an idea that connects directly with its previous experience in controlling LED backlighting.

Sony BRAVIA 9 II

In Spain, this commitment does not remain a technology demonstration or a promise for later. Sony lands it in two specific models of its 2026 range: BRAVIA 7 II and BRAVIA 9 II. The former expands the presence of True RGB within the BRAVIA family, while the latter focuses the company’s highest ambition on image quality.

The place reserved for the BRAVIA 9 II is important because Sony not only presents it as its most advanced RGB television, but as the model with which it wants to set its current ceiling in image quality. Gracia explains it by comparing it with OLED within the house itself, a relevant nuance because the company maintains that technology in its catalog with models such as BRAVIA 8 II. The phrase serves to better understand the hierarchy that Sony wants to build around True RGB.

“In the case of the BRAVIA 9 II, for us it is the maximum exponent in terms of image quality. We position it above OLED, because we believe that it is the television that right now can provide the best image quality and the first reaction that we are seeing from the market is super positive with an already spectacular level of pre-orders from end consumers throughout Europe and with a very good reaction from the public.”

The comparison with OLED is not just a striking phrase. In the 65-inch showcase, the BRAVIA 8 II OLED 4K appears with an original reference price of 3,499 euros in front of the 4,299 euros BRAVIA 9 II output with True RGB. At the time of preparing this article, the two models appear significantly reducedbut that doesn’t change the background reading. Sony retains OLED in its high range and, at the same time, places its new RGB proposal on a higher level within BRAVIA.

Images | Xataka

In Xataka | Haier launches its new 2026 televisions, moving from OLED and with one goal: to sell us more than 75 inches