Roku announces new Pro series TVs this spring

Roku launched its first private-brand TV at CES last year, and as expected, the main focus was on budget pricing and delivering a solid product. Most importantly, the Roku Select and Plus series of TVs are vehicles for bringing Roku software into more homes. But picture quality on first-party Roku TVs is a little lackluster compared to TVs from TCL, Hisense and other similarly priced TV makers.they are beautiful But there is no exception.

In 2024, Roku hopes to strengthen its video business with a new Pro series of TVs that will ship later this year. The Roku Pro TV will be available in 55-inch, 65-inch and 75-inch sizes, “retailing for less than $1,500.” They will feature Mini LED local dimming for improved contrast and deeper blacks. The company also says it will provide these models with unique mounts that “blend design with functionality” and allow Roku Pro devices to sit flat against the wall.

In keeping with a theme this year, Roku says the TVs will also use artificial intelligence to automatically adjust image and audio settings based on the specific content you’re watching. Roku’s research shows that more than 90% of customers won’t change their imaging mode at all, so now the company will take that responsibility on itself. The new Smart Picture feature will detect what’s on the screen and automatically optimize image settings so it looks its best. (Roku Smart Picture will also appear on third-party Roku TVs this year; it won’t be limited to Roku’s own hardware.)

Roku customers have streamed billions of hours of content on the platform, which the company says provides it with a wealth of data and expertise in video processing, bitrate optimization and more. If you’re wondering about motion smoothing, it’s on by default, but every time Roku Smart Picture detects video content, it automatically turns off smoothing.

Like the first wave of TVs, Roku Pro TVs are designed in-house but manufactured by OEM partners. There are only so many companies making panels and TV hardware right now, so I’m sure Roku will have a partner soon once the TVs start shipping in the spring. Unfortunately, Roku has been tight-lipped about other hardware features and technical specifications until closer to launch. Can they do 120Hz and VRR? One hopes the “Pro” label will do the same, but we’ll have to wait a few more months to find out the full story.

My biggest question is how the Roku Pro TV will stack up against Sharp’s first OLED Roku TV, released in November. But OLED is expensive, starting at $1,500 for the 55-inch model. Once you spend more than that, will you still buy a Roku TV?