Preview: TCL Takes On Hisense and Samsung with NXTFRAME TVs That Incorporate Audio by Bang & Olufsen

TCL’s newest addition to its TV line-up is the NXTFRAME TV. The NXTFRAME is the latest lifestyle 4K TV following the recent announcement by Hisense of a similar TV product called the CanvasTV. Together, TCL’s NXTFRAME and Hisense’s CanvasTV are taking on Samsung’s The Frame TV with similar features and styling. 

The popular Frame TV from Samsung first debuted in 2017. It is slim enough to be mounted like a picture frame for displaying digital art in standby mode. What is slightly puzzling is that it took until 2024, for Hisense and TCL to challenge Samsung in this Lifestyle TV space.

The TCL NXTFRAME series delivers the same picture performance that TCL is known for, along with a collection of art masterpieces, that can be displayed whether the TV is on or off. 

In addition, TCL has partnered with Bang & Olufsen to bring “Audio by Bang & Olufsen” to TCL’s premium and high-end series TVs such as the NXTFRAME PRO.

NXTFRAME TV

Slim Design: The TCL NXTFRAME and NXTFRAME PRO TV lines incorporate an ultra-slim design that is just 1.1” deep (1.2” on the 85” version) and a built-in chassis that allows for simple installation without requiring an external connection box. 

Art Design Features: Copying the look of the Hisense Canvas and Samsung Frame TVs, NXTFRAME TVs feature an off-white frame that can be covered with a provided light wood-colored magnetic frame.

The included Flush Wall Mount allows NXTFRAME to blend seamlessly into any home décor for a sleek, elegant look.

To ensure excellent image display for art, NXTFRAME TVs feature a highly matte anti-reflective screen. This supports the accurate display of true wall art via TV’s complimentary art library, AI art capability, multiple matte options, and personal photo gallery mode.

To further enhance displayed works of art, TCL’s AiPQ Processor intelligently optimizes color, contrast, and clarity.

The NXTFRAME TV can display paintings, photographs, drawings, and street art. A pre-loaded art library with adjustable matting styles for different sizes, finishes, and colors, several static and motion personal photo gallery options as well as a screen saver mode and background music capability are provided.

TCL’s AI art also unlocks unique works of art simply by answering a few questions to customize the options to curate a customized experience.

TV Tech: The TCL NXTFRAME is a 4K UHD QLED TV. Although art display is emphasized the need for an excellent display of sports and movie content is also provided.  The NXTFRAME is a true lifestyle TV for the living room. 

The NXTFRAME PRO adds QLED PRO for more accurate color, and HDR ULTRA with Dolby Vision IQ for enhanced contrast, utilizing all the most advanced HDR formats. Its High Brightness+ LED Backlight produces brighter images for enhanced viewing in virtually any room environment. 

Audio: For an elevated listening experience, the TCL NXTFRAME TVs add Dolby Atmos, DTS:X, and DTS Virtual:X, along with Enhanced Dialogue Mode, for audio that is both immersive and clear. 

The NXTFRAME Pro is an integrated system with a matching wireless 3.1.2 sound bar and subwoofer co-engineered by TCL and Bang & Olufsen.

In addition to Bang & Olufsen’s world-renowned audio tuning and sound design, the NXTFRAME PRO also includes Bang & Olufsen’s BeoSonic, a proprietary digital interface, which allows customize and refine their sound experience.

Gaming: The TCL NXTFRAME TV also meets the needs of gamers, sports enthusiasts, and action movie buffs with a 120Hz / 144Hz VRR panel refresh rate and Motion Rate 480 with MEMC combining multiple motion enhancement technologies for motion clarity.

In addition, Game Accelerator 240 with Auto Game Mode and AMD FreeSync Premium provide more responsive gameplay with up to 240 VRR gaming designed to keep players at the top of any leaderboard.

Entertainment: Just as other select TCL TV models, the NXTFRAME incorporates the same connectivity and features as other TCL TVs. It also includes the Google TV OS. Google TV provides access to 700,000+ movies, shows, live TV, and more from various apps and subscriptions, along with curated recommendations from a vast library.

Connectivity: Source devices can be connected through Bluetooth and four HDMI inputs – two for advanced gaming plus two more, including a separate port with eARC to easily sync audio and video sources.

Fast Wi-Fi 5 enables high-speed internet connection for Google TV Smart OS with hands-free voice control and Apple AirPlay 2 as well as compatibility with Amazon Alexa, Google Assistant, and Apple HomeKit.

Optional Floorstand: TCL offers an optional Movable Floor Stand for NXTFRAME TVs. Its easel-style design includes detachable wheels for easy placement anywhere in a home. The stand also features a handy tray for storage, cable management, and a rear decorative cover.

From Scott Ramirez, Vice President, Product Marketing and Development, TCL: “TCL is an innovator in high-quality display technology and is now reaffirming that leadership by introducing the world’s thinnest ‘All-in-One’ NXTFRAME TV. We see a growing focus on home lifestyle, with consumers seeking out televisions that offer advanced picture quality, but also complement the aesthetic of their home,…With its thin off-white bezel, included light wood magnetic frame, matte anti-glare screen, and flush mount wall bracket, TCL’s NXTFRAME TV will accentuate virtually any home decor. Plus, TCL’s advanced AiPQ Processor will help bring digital art to life. The addition of our Pro series, in partnership with B&O, takes NXTFRAME to an all-new level, matching beautiful audio with beautiful design.”

Comparison

Tech Note: The chart only compares basic features of the 65-inch TCL NXTRAME, TCL NXTFRAME PRO, Hisense Canvas, and Samsung Frame TVs – there may be some audio and video support differences at different screen sizes. 

* Samsung’s external One Connect Box houses all inputs/outputs so that only a single link cable connects to the back of the TV, whereas all connections on the TCL and Hisense TVs are located on the back of the TV.

Initial Impressions

TCL is making an aggressive move in the Lifestyle TV category. Currently, Samsung dominates with several models in The Frame TV line (43 to 85 inches), and although Hisense announced its CANVAS TV, they are only offering 55 and 65 models. 

On the other hand, TCL has not only announced its NXTFRAME lifestyle TVs but, unlike Hisense, TCL has announced two series with 4 models each ranging from 55 to 85 inches in screen size. Both series provide the same Art features, but the step-up NXTFRAME Pro series also incorporates a Bang & Olufsen audio system. 

It is also important to note that TCL supports Dolby Vision IQ HDR on its NXTFRAME TVs, while the Samsung Frame does not – in fact, no Samsung TVs incorporate Dolby Vision. 

As far as pricing goes, the Hisense models are less expensive than their Samsung screen size equivalents, but the TCL 55 and 65-inch AW300W models are the same price as their Samsung screen size equivalents. However, the AW300W PRO series are more expensive than their Samsung Frame TV screen size equivalents.

It will be interesting to see if Hisense or TCL can put a dent in Samsung’s market share in the lifestyle TV category or if even more players decide to enter this space. 

Pricing & Availability

The TCL 55 and 65-inch AW300W Series NXTFRAME TVs are available now:

• 55” model (55A300W) – $1,499.99 at Best Buy (available now)
• 65” model (65A300W) – $1,999.99 at Best Buy (available now)
• 75” model (75A300W) – $2,499.99 at Best Buy
• 85” model (85A300W) – $3,499.99 at Best Buy

The TCL NXTFRAME AW300W Pro Series TVs will be available in Sept 2024  in the following screen sizes:

• 55” model (55A300WPRO) at $1,999.99 MSRP
• 65” model (65A300WPRO) at $2,699.99 MSRP
• 75” model (75A300WPRO) at $3,499.99 MSRP
• 85” model (85A300WPRO) at $4,999.99 MSRP

Tip: The NXTFRAME movable floor stand and matching table feet will be available at retail in September for $699.99 MSRP and $149.99 MSRP respectively.

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