Sony Australia held a event in Sydney's Luna Park to announce the local availability of 4K Ultra HD TVs.
Following the launch of its first 84-inch 4K Ultra HD TV last year, Sony is now releasing 55-inch and 65-inch models to Australia.
Dubbed as the X-Series, the Ultra HD TVs aim to stand out from competitors such as LG and Samsung by providing a premium viewing experience through better image quality and sound.
Sony Australia.Home Entertainment Marketing Manager, Hass Mahdi, said these TVs are about "making 4K resolution a reality for everyday consumers."
"Our new 4K Ultra HD TVs will make everything you watch look and sound better, regardless of content source,” he said.
The X-Reality PRO processor is designed to upscale all content to near-4K quality, regardless of whether it is broadcast TV, DVD, Blu-ray or streaming video, while the TRILUMINOUS feature presents a s wider colour palate than standard LED TVs.
While most HD TVs hide the speakers, the X-Series has built-in, front facing ones that make use of Magnetic Fluid technology to save space.
The new range of Ultra HD TVs will available from all leading electrical retailers from July, though Sony has not yet announced any prices.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.