In an about-face from Hisense, the OLED TV that was launched in Australia in late 2018 is coming to the UK and parts of Europe for Ł1600 / €1400.

OLED TV from QLED alliance founder
It made waves in the TV industry when Hisense launched its first OLED TV in Australia late last year. That is because the Chinese brand is, together with Samsung and TCL, one of the founding members of the QLED Alliance that was formed in april 2017 as a front against OLED TVs.

- "The Hisense OLED display offers striking contrast and deep blacks, making it a great choice for Australians that enjoy regularly watching movies at home," the company said late last year.



Hisense is now bringing the OLED TV to the UK and parts of Europe. At launch, it will be available in a 55-inch size with 4K resolution and support for HDR, including the Dolby Vision format but seemingly not the HDR10+ format despite Hisense joining the HDR10+ alliance, a front against Dolby Vision, last year.

The company is also highlighting features such as Dolby Atmos support, a slim design, wide viewing angles, and pixel-level luminance control to "deliver absolute black". The TV runs on an in-house platform called Vidaa 3.0, which offers access to streaming apps such as Amazon Video, Netflix, Rakuten TV, Freeview Play, and YouTube.



The launch of the TV is an about-face from the Chinese brand who has for years been marketing its LCD TVs as "ULED" and been eager to talk down OLED TVs at trade shows. However, as OLED TVs continue to capture market share the technology is getting harder for TV makers to ignore. LG Display is also expected to start its major push for OLED TVs in the Chinese market with the opening of its second OLED factory, in Guangzhou China, later this summer.

The 55-inch Hisense O8B OLED TV is available now in parts of Europe. In Italy it is priced at €1400. The company has also started taking pre-orders in the UK where it will launch on July 1 for Ł1600.