The Z5500 includes Motionflow 200Hz and Image Blur Reduction for super-smooth images, while it also incorporates Sony's 'draw the LINE' design concept.
Available in 40, 46 and 52in screen sizes, the Z5500 is a Full HD resolution set, complete with an Ethernet connection and built-in DLNA networking.
Also on board is Sony's Applicast service. Connect via the Ethernet port to access online content or 'widgets' for weather updates, news, travel information and the like.
More after the break
Sony claims the Z5500 consumes 25-35% less power than last year's models and also offers a number of 'eco-aware' features and an 'energy saving switch', aka a power button.
Expected to hit stores in late June, the Z5500 will sell on the Sony Style website for around £1800.