CES: China's TCL Bets on Dolby Vision, Roku TV as It Enters U.S. Market

The television manufacturer showed off its new X1 line, which incorporates Dolby Vision HDR, in Las Vegas.
Courtesy of TCL

TCL is betting big on high dynamic range technology with its new line of televisions. 

The Chinese TV manufacturer attended CES in Las Vegas on Tuesday to tout its new X1 series, which will incorporate Dolby Vision HDR technology to provide more realistic colors and brighter highlights. The TV, which will be available in a 65-inch set, also comes with 4K technology for increased clarity and picture detail. 

"HDR is the most popular technology this year," said TCL vp Warren Wang before bringing Dolby Vision vp Roland Vlaicu up on stage. "Creatives are in love with HDR," Vlaicu boasted, noting that Warner Bros., Sony, MGM, Universal Studios and Netflix have all pledged support for Dolby Vision. "A lot of them have told us, 'This is finally the moment my work can shine and look the way I've always wanted it to.' " 

The X1 will be available in China in March and in other markets, including the U.S., in the second half of 2016. 

TCL is the third-largest global TV manufacturer but has in recent years has made an effort to become a household brand name in the U.S. To that end, the company has a preexisting relationship to create TVs that run on Roku's platform and has sold 1 million Roku TVs since the launch of the program.

The company used CES as an opportunity to launch the latest models in that line, including a 4K TV that will come in 43-inch, 50-inch, 55-inch and 65-inch sizes. 

"Out of the 18 TVs introduced into the U.S., the vast majority will be powered by Roku," said TCL North America vp Chris Larson.

With the Roku OS, these TVs will offer a channel devoted to shining a spotlight on content available in 4K. The sets will also offer Roku's voice search and remote headphone jack for private listening. 

The 4K Roku TVs will be available in the U.S. beginning in spring. TCL also will begin selling its Roku TVs in Mexico in the first half of the year.