Sony made a quiet but meaningful move in October 2025 when it filed a trademark for the term “True RGB” in both Japan and Canada. The filing specifically covers LED displays and televisions, which strongly suggests the company is preparing a new TV technology rollout for 2026. Early indications point toward this branding being tied to refreshed Bravia models expected next year.
A New Generation of LCD TVs on the Way
Industry information points to “True RGB” being used for Sony’s next wave of LCD TVs, likely under the Bravia 7 II and Bravia 9 II names. These models may launch in a wide range of sizes, from 50 inches up to 115 inches, placing them in direct competition with larger premium sets from Samsung, TCL, and Hisense.
Sony appears ready to keep a two-track strategy in its TV lineup. The company plans to continue offering OLED options, including both WOLED and QD-OLED, while introducing this RGB-LED LCD branch to sit alongside them. The move would give Sony coverage across multiple price tiers, screen sizes, and use cases.
What “True RGB” Likely Means
Sony has been developing RGB LED backlighting as a way to deliver richer color volume, better viewing angles, and more efficient energy use compared to traditional LCD backlight systems. The “True RGB” branding suggests the company may be preparing to formalize and market this approach as a key feature of its 2026 sets.
If Sony follows its usual strategy, the Bravia 7 II line will target mainstream buyers, while the Bravia 9 II models will serve as the premium LCD option for users who want high brightness and large formats without paying OLED or microLED prices.
How This Affects the TV Landscape
The timing of the trademark suggests Sony wants to position itself strongly going into CES 2026, where the biggest manufacturers will showcase their advancements. Other companies have already pushed RGB-based LED systems, and Sony introducing its own branded approach adds competitive pressure.
A successful “True RGB” rollout could appeal to buyers who want cinematic image quality but prefer to avoid OLED cost premiums or concerns about long-term panel wear. With screen sizes potentially stretching well over 100 inches, price could be a major selling point compared to OLED alternatives.
Sony has not publicly confirmed the feature set, brightness targets, dimming zones, or panel specifications associated with “True RGB.” The trademark simply lays the groundwork. Until the company formally reveals the Bravia 7 II and 9 II lines, details such as peak brightness, local dimming capabilities, or pricing remain unclear.
Many expect Sony to save the full announcement for CES 2026 in Las Vegas, where TV makers traditionally debut their next-generation hardware. If that timeline holds, “True RGB” will likely be one of the company’s centerpiece reveals at the show.
