Let us just get straight to the point. Hisense’s so-called “ULED” is not a new type of display technology but good old LCD with support for HDR (high dynamic range) and a wider color gamut. Hisense also exhibited a rip-off of the Apple TV user interface.

It’s LCD with quantum dots
Think of “ULED” as Hisense’s equivalent to Samsung’s “SUHD”. None of them are new display technologies but instead LCD technology with some extra bells and whistles. Specifically, ULED employs quantum dot technology.


But Hisense has still made an effort to get the most out of LCD. The new XT910 model, which was unveiled at IFA 2015, can probably match other high-end TVs from more established competitors. It has Ultra HD resolution, a full-array backlight with 240 local dimming zones, a wider color gamut (100% NTSC, says Hisense, made possible by quantum dots) and support for HDR.

Hisense tried to position ULED as a competitor to OLED, an entirely new display technology. The Chinese company had set up a demo to compare the two, claiming that its ULED can reproduce much higher contrast than OLED, which is of course not even close to the truth. However, Hisense’s ULED TV certainly still looked great and the company is obviously trying to enter the high-end segment.


Hisense XT910 will be available in October in 55 and 65” sizes for 2000 Euro and 3500 Euro / $3000 USD, respectively.

Apple TV envy
Hisense also had this jewel of a TV exhibited as one of its highlights at IFA 2015. If you don’t recognize it we can add that it is an almost exact copy of the Apple TV user interface. Hisense gets -2 for originality.