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TCL To Take On Samsung With New QLED TV Technology

TCL who recently cut a deal with JB Hi Fi to manufacture the new FFalcon TV range has moved to differentiate their TCL branded TV’s from archrival Hisense with the introduction of a new TV range featuring new high performance QLED quantum-dot display and mini-LED local-dimming zone technology.

TCL is launching the world’s first TVs with densely packed mini-LED backlights to heighten peak-brightness levels, distribute light more evenly across the screen, and boost the number of local-dimming zones to enhance contrast and add depth to an image. The Company will also introduce their first TVs with Dolby Atmos 3D surround sound.

The Chinese TV maker who has got to be the #2 TV brand in the US market and second worldwide up against Samsung is tipped to launch the new 4K Ultra TV range in Australia later this year.

Their elevation in the US market follows Hisense decision to invest in buying the Toshiba brand name after their TV’s were rejected due to quality concerns by US consumers.

TCL executives believe that their new quantum dot technology can deliver them a larger share of the local market after Samsung launched a cheap TV range that stripped share from TCL and Hisense in the value TV market. They also believe that they can move up a peg into the top end premium market.

The Chinese TV maker who is also one of the biggest OEM TV manufacturers has targeted screens larger than 55 inches to deliver them growth. The opening of a Gen 11 panel factory that efficiently produces 65- to 130-inch panels in Shenzhen is set to deliver expanded capability for TCL.

In the first half of 2019, TCL accounted for 22% of U.S. TV unit sales in the 48- to 52-inch categories but only 13% of 65-inch units, said Chris Larson, TCL’s SVP for North America, in citing NPD.

To boost its big-screen share, the company is set to add more 65- and 75-inch TVs to their range while launching its first quantum-dot (QLED) TV’s.

Their new 8 Series 75″ TV will have more than 25,000 mini LEDs to create almost 1,000 dimming zones, up from a maximum 160 zones in other TCL 4K TVs employing more traditional LED-backlight technology.

The Company also believes that they can lift the average selling price of their TV’s in both Australia and worldwide.

Chris Larson, a TCL Vice President said that during the past 12 months TCL’s average selling price has continued to grow, Larson claims, the brand is “underrepresented in large screens over 55 inches.” TCL wants to “get better at capturing sales of a home’s main TV,” he said.

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