Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung.

Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung.

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      The tangible performance of these products compared to competitors is still uncertain.

      Roku has introduced its first OLED TVs, the Roku Pro Series OLED and Roku Pro Series LX OLED, completely replacing its previous LCD-based Pro lineup. For a brand that is primarily recognized for its budget-friendly streaming devices, entering the OLED market is a daring step, especially at such competitive prices.

      The Roku Pro Series OLED offers lower prices than Samsung and LG

      The starting price for the base model is an appealing $999 for the 55-inch version, which is noteworthy. Samsung's entry-level S85 OLED is priced at $1,499, while LG’s B6E OLED is available for $1,299. Roku is significantly underpricing both.

      The Roku Pro Series OLED boasts a 4K, 120Hz display with Dolby Vision, Roku’s Smart Picture Max for automatic picture adjustment, and features for gamers, such as FreeSync Premium and variable refresh rates. It is currently available in 55 and 65-inch sizes exclusively through Amazon.

      The Roku Pro Series OLED TV

      The Pro Series LX OLED offers a more premium experience

      The Pro Series LX OLED, which is the more expensive option, includes a brighter panel, a broader color range, a faster 144Hz refresh rate, and an anti-reflective coating to minimize glare. The specific type of OLED panel used in this model is not yet confirmed, but it is likely a brightness-optimized variant akin to the one LG employs in its C Series. The LX OLED can be preordered now and will officially launch in October for $1,299.

      Updates and omissions in Roku's OLED TVs

      Both new models maintain Roku’s trademark ease of use. They feature a tool-free adjustable stand, velcro cable straps, and a push-to-talk voice remote with backlit buttons that can connect directly to Bluetooth headphones.

      The Roku Pro Series OLED and Pro Series LX OLED showcase a metal bezel with a slim design.

      However, there is a tradeoff. Roku's extremely thin metal bezel design led to the removal of the Soundstage audio port found on the earlier Pro TV. Chris Larson, Roku's VP of retail strategy, confirmed that including this feature would have made the new design too thick.

      Roku has built its reputation on straightforward software and reasonably priced streaming devices for years. Now, it is applying that approach to OLED TVs. Whether it can compete with LG and Samsung in terms of picture quality is yet to be determined, but it has certainly made the premium TV market more competitive.

      Manisha Priyadarshini is a tech and entertainment writer with over nine years of editorial experience.

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Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung. Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung. Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung. Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung. Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung. Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung. Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung.

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Roku introduces its initial OLED TVs, priced lower than the entry-level models from LG and Samsung.

Roku introduced its first OLED televisions, the Pro Series OLED and LX OLED, pricing them considerably lower than the entry-level OLED offerings from Samsung and LG.