Scott Hart Sony's 77" 4K OLED Bravia Will Hit US Shelves At $20,000 So I have been wanted a newer, bigger TV for quite some time now. Most of the time I lean towards some type of projector, but there are times that I fall back into wanted a TV with all of the current gadgets and gizmos. Where the TV is mounted, I have space for a fairly large screen, so I am always on the lookout. This brings me to the point of my story; Sony has just released their new Bravia line, which have always impressed me, even back to my Circuit City days. The one thing I remember about the Sony XBR TV’s is having to explain why they cost more. But, how much should a good large screen TV cost? Sony says that the new XBR-77A1E should cost $20,000. Perhaps I will continue my search elsewhere, or just go for the projector option. The XBR-77A1E OLED television has a 4K resolution and support for HDR10, HLG and (eventually) Dolby Vision. The 55in and 65in versions are priced at $5000 and $6500 respectively.