You Can Now Buy a TV Entirely Made by Roku

Year now doing his own Televisions. The Roku Select and Plus series TVs were announced at CES in January and hit shelves this week. There are 11 Roku TVs in total, spanning two different lineups and ranging between 24 and 75 inches. Prices start at $150 and top out at $1,200. These new Roku models are currently only available in Best Buy stores or online.

The Roku Select series is the base line, available in a mix of HD and 4K models. The HD versions start at $150 for a 24-inch TV and offer sizes up to 40 inches, which costs $280. 4K offerings start at 43 inches for $320 and go up to 75 inches for $800. The HD TVs are equipped with Roku Voice remotes, while the 4K sets offer Enhanced Roku Voice Remote, which adds private listening with wired headphones and a lost remote finder – a feature that was once exclusive to the Voice Remote Pro. Both remotes are better than the basic versions found on competing entry-level Roku smart TVs like the TCL 4 Series.

The Roku Plus series is the step-up option with an all-4K lineup, featuring picture-enhancing extras like Dolby Vision high dynamic range, local darkening, QLED for improved color, Dolby Atmos-certified speakers and a Voice Remote Pro. The Plus series also supports private listening via Bluetooth headphones paired directly to the TV, a feature long available from rival Google TV and Amazon Fire TV models. The Roku Plus series comes in a 55-inch model for $650, a 65-inch version for $800 and a 75-inch option for $1,200.

These TVs are Roku’s first foray into TV manufacturing. Previously, Roku was content to work closely with its partners to bring Roku-branded TVs to market. Those TVs from TCL, Hisense, Sharp and others offer a range of sizes and picture enhancements. According to Roku, those partnerships aren’t going away.

“These Roku-branded TVs will not only complement the current lineup of partner-branded Roku TV models, but also allow us to enable future smart TV innovations,” Mustafa Ozgen, the president of devices at Roku, said in a January press release.

Roku has partnered with Best Buy to offer its new products exclusively, so for now they won’t be available at Amazon, Walmart, Target, or other retailers. Amazon followed a similar path when it released its own branded TVs in 2021. The Fire TV Omni and Fire TV 4 series were initially sold only at Best Buy and on Amazon, while Fire TVs from other partners were sold at different retail stores.

So far, it looks like Roku won’t be pushing the technical limits on its TVs, so don’t expect high-end picture quality. While the Plus series TVs come with local dimming and QLED, which should help improve picture quality, the company hasn’t revealed many more details about these TVs’ picture-enhancing extras. We don’t know exactly how many zones there are for example.

Currently, The 6-series Roku TV from TCL is the most technologically advanced Roku-branded TV available — and CNET’s pick for the best tv for the money. The latest version includes mini-LED technology with up to 448 local dark zones, native Refresh rate of 120 Hz and game-friendly options including a 4K/120Hz input. Price is higher than the new Roku-branded TVs, however, with a 65-inch model costing $1,000.

We look forward to reviewing the new Roku TV soon.

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