TCL 'Not Pivoting From Roku to Google,' Says Exec, After Google TV Intros
TCL, the No. 1 Roku TV brand globally, turned to Google TV for the smart TV operating system in its latest 5- and 6-series TVs, which went on preorder Tuesday. “We are not pivoting from Roku to Google," emailed Chris Larson, senior vice president-TCL North America, saying TCL is also the largest Android TV brand globally. TCL's “deep engagement with both companies provides us a leadership position with the suppliers we see as most likely to win the battle of consolidation in smart TV operating systems,” Larson told us.
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He called Google's OS a “perfect alternative" to Roku’s platform: “Both systems have their personalities and we believe that different users will desire a different experience,” said the executive. Google TV is “additive, with new users chasing this new experience," he said. The 4K Mini-LED QLED TVs announced Tuesday also incorporate Dolby Vision HDR and Dolby Atmos sound.
TCL said in its first-half 2021 earnings report last week (see 2108060048) it’s shifting its focus to its mid- to high-end TVs and Android smartphones. The average size of TCL smart TVs grew by 2.6 inches to 52.5 inches year on year, and average selling prices spiked 76%, the company said.
Despite the push on higher end TVs, including the recently announced 8K 75-inch 75R648 ($2,999) and 65-inch 65R648 (see 2107260048), TCL isn’t moving away from basic models or sizes, Larson said. “We are not scaling back on the range of screen sizes,” he said, citing the company’s position as second-largest TV brand in North America.
TCL has “proven that it is much more than a budget brand,” Larson said. The company will continue to invest in advanced facilities where it creates display technologies and develops new production techniques. TCL is “vertically integrated, which means we make our own components and control the entire production process,” Larson said. “Being able to manufacture the most expensive parts of a product ourselves allows us to optimize performance and find ways to add value beyond the sum of its parts.”
Google TV was “an easy decision” for TCL, which incorporated the smart TV OS in its 5- and 6-series TVs, said Larson. Larson cited Google’s “robust library,” and hands-free voice assistance and smart home control made possible by Google Assistant. He called Google's “intuitive” interface the “perfect complement” for the company’s TVs.
The TV maker touted Google TV’s “content-first interface,” which it said allows users to browse and discover new content easily based on watch history, saved content and “what’s trending.” A “For You” tab shows users new content based on their interests, across their streaming services. They can click on content to watch later, adding it to a Watchlist from the TV, a browser or phone, said the company. They can also ask Google Assistant to find a show by title, genre and actor by pressing the dedicated voice button on the TV remote. The 5- and 6-Series TVs have a far-field mic array so the "OK, Google" trigger phrase can be heard across a room, said TCL.
Users can connect their Google Photos account, so when the TV isn’t being used for video content, users can show their photos in ambient mode, said TCL. Those with the Android Google TV can view personalized recommendations, watch content, or add titles to their watchlists from the phone, it said.
Commenting on TCL’s position on developing its own smart TV platform, Larson said, “We have been saying since 2014 that TV operating systems need to be consolidated.” The dozens of operating systems “simply do not mesh with thousands of content applications.” He aligned TCL’s “rapid growth” with the increasing adoption of smart TVs, attributing the company’s success to its “innovation, vertical integration, massive business scale” and partner relationships with Roku and now Google. The company’s diversifying its TV lineup to “provide popular software options so consumers can enjoy the user experience they prefer.”
On how TCL was able to incorporate Dolby Atmos sound into a TV, Larson said Atmos is a “technology that can be tailored to your needs and wants.” TCL was one of the first TV companies to offer a TV that could decode Dolby Atmos internally and pass that audio to an external audio system, he said. The data of object-based sounds can be “processed by select TVs to give a good soundstage with no external components,” he said. The audio can also be output through HDMI via Audio Return Channel or Enhanced Audio Return Channel for customers using a dedicated home theater system, he noted.
The TCL 5-Series models, with up to 60 zones of local dimming, are available in 50- (50S546, $699 at Best Buy), 55- (55S546, $799), 65- (65S546, $1,099) and 75-inch (75S546, $1,499) screen sizes. Best Buy gave availability as “coming soon.”
The 6-Series models, with up to 240 local dimming zones, add THX Certified Game Mode to 5-Series features, said the TV maker. The feature combines low latency with variable refresh rate and auto game mode for a smoother, optimized gaming experience, it said. The trio of 6-Series TVs include the 55-inch 55R646 ($1,199), 65-inch 65R646 ($1,499) and, “following soon,” the 75-inch 75R646 (price unavailable).