Roku, known for its value-for-money streaming products, is expanding into the segment for high-end TVs in US this spring with the launch of 55, 65 and 75" Roku Pro Series TVs.
Roku has lost one of its biggest exclusive partners in the US, as TCL has turned its attention to Google TV. This might explain why Roku is embarking on a journey to create Roku-branded TVs.
The company launched the Roku Select and Plus LCD TV ranges last year, and in 2024 it will expand the line-up with Roku Pro Series LCD TVs.
4K miniLED LCD TVs
The Roku Pro Series will be available in three sizes – 55, 65 and 75 inches – with 4K resolution, miniLED zone dimming, and "enhanced audio technology", whatever that means.
Roku did not comment on the number of dimming zones, which in large part determines picture quality of LCD TVs. The TVs will compete with LCD models from the likes of LG, Hisense, Samsung, TCL, and Vizio, but are unlikely to challenge high-end OLED TVs.
Roku Pro Series. Photo: Roku
The TVs will of course be powered by Roku OS with access to streaming apps and Roku's other features.
- "Roku Pro Series’ picture and audio quality, polished design, unique features, and ease-of-use bring the market leadership and innovation that Roku is known for to a TV made for streaming," said Chris Larson, Vice President, Retail Strategy, Roku. "As we hit 10 years of the Roku TV program, we believe this new line of TVs will set a new standard for an elevated streaming experience."
The company said that the TVs will be available for retail prices under $1500.
Roku Smart Picture
Something called 'Roku Smart Picture' will be part of the new Pro TVs but also come to all existing Roku TVs via a software update in spring 2024.
- "Created by Roku’s Picture Quality Tuning Team for all Roku TV models, including the Roku Pro Series, Roku Smart Picture identifies what type of content is on a screen through methods including artificial intelligence, machine learning, and data from content partners to automatically adjust the picture for an optimized viewing experience – ensuring that consumers are getting the best presentation of their favorite content every time," explained Roku.
