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The 75X9405C isn't shy about coming forward.
Its already vast 75-inch screen is further expanded by two chunky side panels and an unusually deep rear end. But there's a good excuse for this bulk, as it enables Sony's set to deliver the best speakers I've ever heard on a TV.
The 75X9405C also carries the new Android TV smart platform - even though this hasn't convinced me that it's the future of TV - and best of all it combines a 4K resolution with a direct LED panel design and Sony's latest picture processing to produce pictures that are, for the most part, deliriously good.
The 75X9405C's pictures boast gorgeous colours and one of the best contrast performances in the LCD TV world.
Its sound quality is equally stellar, and some aspects of its smart TV features are well thought through.
It's also not bad value all things considered.
At the time of writing the 75X9405C is something of a work in progress, with its HDR and YouView features still needing to arrive via firmware updates.
The screen's a little reflective too, there's occasionally slight disruption from backlight blooming, and the Android TV system feels a bit heavy handed.
Aside from its headline Android TV smart platform failing to convince me that it's the future of smart television, the 75X9405C is an unmitigated success.
Its picture quality is even better than anything Sony managed to produce with the highlight models from its 2014 4K TV range, and its incredibly powerful and dynamic audio is literally music to your ears.
It's a pity I can't yet test the 75X9405C's HDR and YouView features, but even in its currently unfinished state this is one heck of a TV.
John has been writing about home entertainment technology for more than two decades - an especially impressive feat considering he still claims to only be 35 years old (yeah, right). In that time he’s reviewed hundreds if not thousands of TVs, projectors and speakers, and spent frankly far too long sitting by himself in a dark room.