TCL Criticizes RGB TV Trend, Including Its Own Models

In a surprising move, TCL is actively steering consumers away from the latest industry trend, even when it involves its own products. The company has introduced new super quantum dot (SQD) mini LED TVs, the QM8L and QM7L, positioning them as superior and more affordable alternatives to its own RGB-mini LED technology. This strategy highlights a significant internal debate about value and performance in the high-end television market.

The new models, scaled-down versions of the flagship X11L, offer compelling upgrades. The QM8L features 4K resolution, a 144Hz refresh rate, and boasts 4,000 discrete local dimming zones, promising enhanced contrast for HDR content. While it doesn’t match the X11L’s 20,000 zones, its starting price of $2,500 for a 65-inch screen presents a stark contrast to the $7,000 entry point for the larger X11L. Both new TVs utilize TCL’s enhanced SQD technology, which improves luminance and color reproduction to cover the full BT.2020 color gamut.

For budget-conscious buyers, the QM7L starts at just $1,200 for a 55-inch model. This lower cost comes with a trade-off: its less powerful chip lacks support for the enhanced Dolby Vision 2 Max HDR standard at launch. The QM8L will support it via a future over-the-air update. TCL assures that all existing Dolby Vision content will still see improvements on these new sets.

This launch is particularly notable for TCL’s candid criticism of RGB displays, a category that includes its own new RM9L model. While competitors like Samsung and LG promote RGB display technology for its independent red, green, and blue LEDs, TCL points to potential flaws. Company executives highlight issues like color crosstalk, where light from the colored LEDs can overlap, and inferior blooming control compared to mini LED sets with more dimming zones. Scott Ramirez, TCL’s VP of product planning, made the value proposition clear, noting the 85-inch QM8L offers “comparable” picture quality to the 85-inch RM9L for half the price.

The company’s stance creates a fascinating hierarchy. TCL acknowledges its RM9L RGB TV delivers a great picture with sharp visuals and deep blacks, but firmly positions its SQD and flagship mini LED models as better overall values. The flagship X11L, for instance, achieves a peak brightness of 10,000 nits, significantly outshining the RM9L’s 6,000 nits, a difference noticeable in specific high-contrast scenes.

These new TVs also integrate more Google Gemini AI features. A planned update will allow users to verbally command the TV to optimize picture settings for specific content, like sports, by adjusting gamma and other values. Google TV’s Jamieson Brettle confirmed the AI will even be able to disable motion smoothing on command, potentially ending the hunt through menus to eliminate the “soap opera effect.” Another announced feature, the ability to generate videos using Google’s Veo model, raises questions about its practical utility in a living room setting.

Ultimately, TCL’s product launch is as much about marketing philosophy as it is about new hardware. By openly comparing its technologies, the company bets that consumers will prioritize performance and price over simply owning the latest acronym in display tech.