For more than 40 years, TCL has been developing technologies, and now the company holds the number two spot in the global TV market. In a press conference at CES 2025, company founder and chairman, Li Dongsheng, said that TLC will continue delivering great consumer experiences with new products and technologies in 2025.
Mark Zhang, president for TCL of North America, said that the company’s model for 2024 was bigger, better, and beyond, and that the company was looking for opportunities to push boundaries and grow not only in larger screen sizes but into new categories. To this end, TCL has become the fastest growing TV brand. The biggest purchasing driver for consumers continues to be upgrading to larger screen sizes, and TCL remains committed to Mini LED for these solutions and to be the leader in extra-extra-large displays.
TV host and sportscaster Charissa Thompson was on hand to drive home the point through numerous football puns about TCL’s partnership with the NFL, which will continue with the company remaining the official NFL TV partner in 2025.
Chris Hamdorf, senior VP of North America, said TCL’s driving concept for 2025 is about being “the year of the consumer,” which means better understanding consumer’s needs, and that QD Mini LED technology will be at the center of the company’s focus. He echoed the sentiment that the primary reason for consumers purchasing remains upgrading screen size, but that TCL’s advantages are not limited to just being the biggest or highest performance.
Smart TV will also become the center of TCL’s IoT ecosystem, and the company announced a partnership with Google. Shalini Govil-Pair, VP & GM of Google TV Platforms, said that we are at the center of the AI era and that TVs are well positioned as the hub for entertainment and information devices in a home. In 2025, TCL will deliver the first Google TV experience enhanced with Google’s Gemini capabilities. Combined with a proximity sensor and far-field microphones built-into the displays, Gemini will unlock new use cases on how you interact with your TV, making your TV more helpful when it isn’t in use as a TV such as being a knowledge resource as well as managing family time and schedules. The upgraded voice assistant with Gemini will also be better at understanding natural voice and delivering multi-modal answers that will include images and videos to help you explore further.
This year, TCL is launching its new Halo Control System, which features seven major technological upgrades: Super high energy LED chips, condensed Micro LEDs, new Micro OD (optical distance), zero-delay transient response, bi-directional 23-bit backlight controller, new dynamic light algorithm, and CSOT HVA panel with enhanced QLED. All of this will deliver more brightness, improved backlight uniformity, reduced halo and blooming, higher contrast, be accurate up to 98% of DCI-P3, and have a rated lifespan of 100,000 viewing hours!
The first sets to incorporate the Halo Control System will be TCL’s upcoming new Precise Dimming Series starting with the QM6K, which will feature models ranging from 50 inches up to 98 inches. The QM6K series will offer performance that has never been seen at this price band, which Ramirez called “the new definition of affordable premium,” with the 50-inch starting at $750 and the 98-inch at $3500. In a first for the company, these models are available for preorder now, and will come with a complimentary Q75H Dolby Atmos soundbar, a $600 value.
The company also launched a new portable solution in the form of the new PlayCube portable projector. This will feature a unique, twistable, small, and compact design, with a built-in battery that will “be ready to play anywhere.”
Beyond TVs, TCL is also showing a full portfolio of smart, energy-saving air conditioners that use AI to learn about their environment, a full line of home security cameras and smart locks that will incorporate next-gen palm vein recognition and the latest generation of its NXTPAPER display technology that boasts significant advancements in enhancing visual clarity and comfort. This will launch in the company’s NXTPAPER 11 Plus tablet and the 60 XE NXTPAPER 5G smartphone.
