Sony's Curved KDL-65S990A LED TV is a departure from rivals LG and Samsung's recently released OLED (organic light-emitting diode) Curved TV, that cost circa A$11,000.
Sony Curved LED TV is half the price at RRP US$3,999.
Sony say the unique curved screen of the KDL-65S990A creates a new way for viewers to experience their movies, sporting events, TV shows and video games.
"The edge-to-edge curved construction is engineered to provide a greater sense of the picture's depth of feel, and allows for a wider viewing angle."
The 65 TV has a gentle curve that borrows from the screen technology of movie theaters, and provides an "immersive experience."
It has eight front facing speakers (six front and two surround) are angled in multiple directions for a surround sound experience superior to a conventional flat panel TV. It also has NFC and Smart Connect, for cross-device connectivity between the TV, smartphones and tablet.
The 65-inch TV features Sony proprietary Triluminos Display for "true, natural shades of colors", X-Reality PRO picture engine which promises a wide range of detail, on Blu Rays, cable TV and even web videos.