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This just in.

Sony has launched three new 4K TVs with HDR and ultra-thin bezels. In doing so, it is joining a chorus of other electronics companies that are focusing on the high end of the TV business, offering 4K screens that have 4x as many pixels as high-definition TVs.

Sony CEO Kaz Hirai made the announcement during a press event at the 2016 International CES, the big tech trade show in Las Vegas this week. He claimed that the company is focused on innovation and taking risks, though so far, its TVs don’t look all that different from those introduced today by Panasonic, LG, and Samsung.

Mike Fasulo, president of Sony Electronics, said, “This year, I say 4K for everyone,” and he may be right.

The Sony TVs range from 55 inches to 75 inches, and feature high-dynamic range. Sony says the TVs will have deeper blacks and more vibrant colors.

Sony also introduced a 4K Handycam video recorder and a new A7R Mark II digital still camera.

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