Good to know then. I have great results after HD Calibration with our old Bravia, but then it doesn't have the new chip.
Here is their conclusion for the Colour section and you'll understand why it is important to ask the question I asked specifically for Sony and their TVs including that colour-processing chip:
Colour
This was probably the one rare occasion where we wished Sony had implemented a more advanced colour management system (CMS) on a Bravia TV beyond the basic [Colour] and [Hue] controls. As you can see from the CIE graph below, our 65-inch ZD9 sample painted most colours in a slightly oversaturated manner. Theoretically, lowering the global [Colour] setting could work to rectify the oversaturation, but unfortunately in practice, doing so also increased the colour luminance errors, making it a no-go.
That's precisely in line with their chip, their marketing of it and their intentions as well as default setup and how I see them on display (last time I saw them were in May at Best Buy so I probably didn't see the very latest ones) - they want you to see those oversaturated colours. Why? Because most people won't know better - they think the colours are 'vivid' or something like that. Vivid, OK, but realistic? Not at all.
Secondly, once you know about Sony's intention and colour-processing chip, the question becomes whether the TV's controls allow you to revert its effects totally. Look at the last paragraph and you can see this is not too easy with the single 'colour' global setting. This is important to know. Doesn't mean it's impossible, but now we have to figure out how and how difficult it is with the existing controls and what the results are.
Nevertheless, potential owners will be pleased to know that despite this mild oversaturation, only 1 out of 140 patches measured in the Colour Checker SG chart exceeded the humanly perceptible threshold of delta error (dE) 3. In other words, colours would mostly look accurate and realistic in real-world content.
So, after calibration, we finally see that the controls coming with the TV do allow you to rectify the tendency for over-saturation of the Sony TVs, not totally, but at least you can have satisfaction that you can manually alter it so that the chip's effect is minimised. It might take fiddling with several parameters to get it as right as possible, but it can be done, and in any case, with proper calibration, you will be adjusting several parameters anyway.
This is equivalent to having a chip which does a three band over-EQ (over-emphasises bass, over-emphasises mids, over-emphasises highs) by default in an audio gear. Wouldn't you want to know whether controls exist to allow you to mitigate the chip's effect? Furthermore, once the controls are adjusted for such, wouldn't you want to know if the chip still has a perceptible signature?
Here we see that the chip does still have a video signature after calibration, but only one exceeds perception thresholds.
Of course, only a troll would ascribe dumb intentions to my first post here... What to do, trolls will be trolls.
Another thing I saw with the latest Sony is that they over-hype the zone dimming in the marketing. It's not as advanced as an OLED one despite giving you that impression. There are other qualities for sure.
That site is good though: they know what to look for and share it.