China’s TCL is looking to take on Samsung Electronics in the artsy TV segment with the launch of a new television called the TCL Nxtframe TV, which is a direct rival to The Frame.
The TCL Nxtframe copies the picture frame-style design of Samsung’s most iconic “lifestyle” television, but sets itself apart with powerful audio capabilities that stem from a newly announced partnership with the Danish AV brand Bang & Olufsen.
TCL said it has entered into a six-year partnership to bring “Audio by Bang & Olufsen” to a range of premium TV models globally, and the Nxtframe is the first of those models.
Bang & Olufsen’s chief executive Kristian Teär said the partnership has “great global potential” for both companies. “We'll collaborate to bring premium sound experiences to TCL's customers and enhance the overall product experience," he added.
Previously, TCL had partnered with Onkyo to integrate high-quality speakers into its TVs, but it’s not clear if the collaboration with Bang & Olufsen means that relationship has come to an end.
The Nxtframe TV is on sale now in China, and just like Samsung’s The Frame and Hisense’s recently launched CanvasTV, it is designed to double as an art frame and show works of art when it’s not being used to watch movies and shows.
The company also plans to launch the Nxtframe TV in other markets, with a European unveiling slated to coincide with the IFA 2024 show in Berlin in September.
Bang & Olufsen’s expertise can be seen in the integrated speakers within the TV, and also in the accompanying soundbar and subwoofer that will be packaged with the Nxtframe. This includes “tuning and sound design”, the Danish company said.
“We want to continue to elevate the customer experience, and partnering with the globally recognized audio-experts from Bang & Olufsen will bring incredible sound to our TCL audio-visual portfolio,” said TCL CEO Zhang Shaoyong.
Another aspect of the partnership is BeoSonic, which is a “proprietary digital interace” that will appear in the Nxtframe and other TCL models that allows users to fine-tune and personalize their audio experiences, Bang & Olufsen said.
