TCL has taken to the stage at the IFA 2024 show in Berlin this week to showcase its Samsung The Frame-inspired Nxtframe and Nxtframe Pro TV models, which are meant to double as digital art frame when they’re not being used to watch movies and shows.
The Chinese company is going head-to-head with Samsung, which has long dominated this niche-but-popular segment of the TV market. The South Korean company debuted The Frame back in 2018, along with a number of other models in its “Lifestyle” TV range. At the time it first appeared, it represented true innovation. Designed to be hung on a wall, it’s able to disguise itself as a picture frame, blending into the room’s decor by showcasing a selection of artworks from legendary artists such as Picasso, Leonardo da Vinci and Monet, to name just a few.
Samsung’s The Frame has sold like hot cakes and the company has renewed the model every single year since it first launched, and its success has clearly motivated TCL to tap into the demand for TV-based art exhibits.
The result is the Nxtframe TVs, and they’re eerily similar to The Frame in many ways, sharing many of the same specifications, albeit the Pro version has one clear advantage – sound.
Its audio edge stems from the company’s partnership with the Danish company Bang & Olufsen, which is known for its high-end speaker systems. The Nxtframe Pro comes complete with a soundbar, and also a subwoofer made by the company, meaning they can deliver next-level atmospheric sound that The Frame can only dream of.
It’s a compelling offer because many TVs these days struggle to deliver decent quality sound. Because they’re so thin, it’s a challenge for TV makers to squeeze a capable sound system inside. That’s why soundbars, usually sold separately, are so popular these days, as they can deliver an awesome and very, very noticeable improvement in terms of the audio effects.
The TCL Nxtframe Pro with B&O soundbar means it effectively ships with a complete 3.1.2-channel home theatre system. It’s a high-end soundbar too, supporting Dolby Atmos for surround sound effects.
The company explained that the soundbar is meant to be mounted directly under the TV, while the subwoofer can be placed on the floor, underneath where the TV is hung on the wall. In addition, the company is planning to sell a separate moveable floor stand with detachable wheels, for those who’d rather not go through the hassle of putting up a wall bracket. There’s also a table stand that will be sold separately, giving buyers a third option. Both of those stands will be able to accommodate the B&O soundbar, TCL said.
Apart from the superior sound system, the TCL Nxtframe looks pretty similar to The Frame. Both models feature a 4K resolution HDR LED display with quantum dots, and come with an anti-reflective matte coasting on the screen to minimise those ugly reflections. The TCL models come with the company’s proprietary AIPQ Processor technology, while the Samsung version ships with its own AI processing tech.
In addition, the Nxtframe and The Frame both support 120Hz/144Hz refresh rates with VRR, and they come with a dedicated gaming mode setting, making them decent options for gamers.
Of course, they also look pretty much the same. Out of the box, both models come with an off-white bezel, which can be snapped off and replaced (they’re magnetic) with different colour options, though those are sold separately. It’s quite possible to buy a collection of colours and change the TVs appearance regularly.
There is a difference in the selection of art available. Samsung’s longer presence in the TV art market means it has a bigger selection of artworks available for download. Of course, both TVs allow users to upload their own photos and images if they’d rather use it to display them.
Finally, the Nxtframe and The Frame are both available in the same four sizes of 55-, 65-, 75- and 85-inches.
Although TCL is showing off the Nxtframe TV at IFA, the company didn’t mention exactly when it will be available to buy in Europe. It has been on sale in the U.S. for a couple of months already, so it probably won’t be long.
In terms of pricing, all we know is that the TCL Nxtframe Pro costs $2,000 in the U.S., with the regular model (with no B&O soundbar) costing $1,500. So you’re paying $500 for the superior sound effects, which is actually not a bad deal.
