Sony is joining the curved TV party with new 75in and 65in BRAVIA TVs that the brand claims 'guarantees your entertainment is always in beautiful shape.'  The KD-75S9005B and KD-65S9005B, of the new S90 series, are 4K models – no sign yet of Full HD curved options.

The new S90 series marries its curved screen to some of Sony's top-range tech, including 4K X-Reality PRO processing, Motionflow XR800HZ, X-tended Dynamic Rnage and Triluminos colour technology. 'The picture quality on the S90 is the same as you’ll find on the critically-acclaimed Sony X9 4K TV,' we're told. 

Th KD-75S9005B and KD-65S9005B offer Sony's regular bevy of Smart features, including an in-built Skype camera, and One-Flick touchoad remote, and support Active Shutter 3D.

A key difference between the X9 series and the freshly-minted S90s is therefore the sound system employed, obvious as soon as you notice the S90 doesn't feature the forward-facing side-mounted drivers of its sibling. Instead, these curved models feature a new 4.2 channel Multi-angle Live Speaker system which uses separate drive units to direct left/right front and surround channels into the room at 'carefully-controlled angles'. The idea being a 360-degree soundfield to go with the immersive visuals. Sony offers something called ClearAudio+ Discrete Processing to preserve 'all the individual detail of original multi-channel mixes', while dual woofers in the cabinet handle bass.

As with other 2014 Sony TVs, the S90s can be partnered with a wireless subwoofer – in white, the SWF-BR100, and now for the first time in a black finish, the SW-BR100B.

No word on pricing or exact availability yet.