Today, Sony Electronics announced its newest flagship line of 4K LCD TVs, the Z Series. The lineup now sits ahead of Sony's X Series in terms of display quality, and it also incorporates the company's latest HDR (high-dynamic range) and 4K image processor for improved contrast and color accuracy. The Z Series also runs on Google's Android TV platform, the company says, with a custom interface designed by Sony.

"The Z series is a generational advance in TV technology, which brings the 4K HDR viewing experience to a whole new level," Mike Fasulo, Sony Electronics president and chief operating officer, said in a statement. "With expertise in both the creative and the technical aspects of 4K HDR shooting, editing, recording, transmission and display, Sony understands 4K HDR like no other company. The Z series is a direct result of that unique partnership between our engineering and creative teams."

Sony's Z Series line starts at $6,999 with its 65-inch model

The Z Series will start with three models: the 65-inch XBR65Z9D for $6,999; the 75-inch XBR75Z9D for $9,999; and the 100-inch XBR100Z9D with an undisclosed price. Sony says the 65- and 75-inch models are available for preorder today, with deliveries starting later this summer. The 100-inch model will receive pricing and availability details later this year.

When asked if the Z Series lineup supports the Dolby Vision, Sony executives said the TVs only support HDR10, the format the company has been pushing of late alongside Samsung. For consumers, it can get very confusing trying to keep track of whether the HDR movie or TV show they want to watch is supported by the hardware format of their TV. Luckily, streaming services like Netflix and Amazon are making HDR content available in both formats, and some TV makers like Vizio are making sets compatible with both.

Vizio P-Series 4K TV review