The LG B4 OLED 77 wins on picture quality with perfect blacks from its OLED panel and larger 77-inch size at $3399 MSRP. The Sony Bravia 9 65 counters with superior brightness via XR Backlight Master Drive and lower $2799 price but trails in dark-room contrast. Size difference makes direct comparison challenging as the LG targets immersive viewing while Sony suits brighter spaces.