Roku took the AV world by surprise last year when it announced ahead of the 2023 CES that it was launching TVs bearing its own brand name for the first time, rather than continuing with its previous tactic of licensing its smart platform to other TV brands. It seems as if the move into TVs has worked out well for it, though, as it’s just announced that it’s going to be expanding the Roku TV range in the US with a new premium ‘Pro Series’ of 4K models.
Set to go on sale in the US in the spring, the Roku Pro Series will be available in 55, 65 and 75-inch screen sizes, and are claimed to combine Roku’s simple but comprehensive streaming interface with what Roku describes as “a brilliant picture, immersive audio and elegant design.”
Those ‘brilliant picture’ claims are actually backed up by some unexpected high-end screen specs, including a Mini-LED backlighting system, local dimming, and a Quantum Dot colour system. This is all a far cry from the somewhat basic, clearly value driven specifications of Roku’s previously announced TVs, potentially suddenly making Roku a brand serious AV fans might want to consider alongside the Samsungs and LGs of the premium TV world.
Roku doesn’t go into as much detail about the audio side of its new streaming-friendly Pro Series, limiting itself to commenting that they will carry ’enhanced audio technology for a wide cinematic sound’. It does have a bit more to say about the Pro Series’ claimed premium design, though, referring to it as ‘refined’, ‘polished’, and ‘modern’, and capable of resting flat against the wall.
The Pro Series, along with Roku’s previously released Select and Plus ranges, is set to benefit from a new Smart Picture system set to roll out via a firmware update in the spring of 2024. Apparently created by a dedicated Roku Picture Quality Tuning Team, the Smart Picture system uses a combination of data from content partners and AI/machine learning to identify what type of content you’re watching so that the screens can automatically optimize pictures accordingly.
Roku hasn’t yet released full pricing details of its new Pro Series TVs, but does state that you’ll be able to get one for under $1,500.
“The Roku Pro Series’ picture and audio quality, polished design, unique features, and ease-of-use bring the market leadership and innovation that Roku is known for to a TV made for streaming,” says Chris Larson, Roku’s Vice President, Retail Strategy. “As we hit 10 years of the Roku TV program, we believe this new line of TVs will set a new standard for an elevated streaming experience.”
As a further sign that Roku’s push into own-brand TVs seems to be going well, Roku added at the end of its information on the Pro Series that it’s in the process of expanding the retail availability of its Select and Plus Series TVs – though it didn’t state which new retailers are set to take the Roku TVs on.
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