TCL just unveiled its own version of Samsung's Frame - and it's just 1.1 inches thick

TCL

TCL has just announced its newest television -- and it's pretty clear who the intended target is.

Calling it "a premium product that brings advanced technology and modern style together with customizable artwork", TCL's latest television is the NXTFRAME. The mention of customizable artwork and modern style should be enough of a hint that this set joins the Hisense CanvasTV as an alternative to Samsung's Frame.

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In addition to the ultra-slim design that's just 1.1 inches deep, the NXTFRAME has a built-in chassis for what TCL calls "simple installation without the need for an external box" and a flush wall mount. The bezel is off-white out of the box, but it has a light wood magnetic frame that lets you change the look.

Like Samsung's Frame TV, the screen is matte with an anti-glare covering, and the set comes with a curated selection of artwork plus AI art capability, multiple matte options, and a photo gallery mode.

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Of course, this TV is designed for you to watch content, too, -- and there's no shortage of premium features here. The NXTFRAME has a QLED Pro display, TCL says, plus HDR Ultra with Dolby Vision IQ ad support for HDR10+, HDR10, and HLG. The set runs on TCL's AIPQ PRO processor, which promises optimized "color, contrast, clarity, and motion to create images that are a work of art".

For gamers, this set has a 120Hz/144Hz VRR refresh rate, plus Game Accelerator 240 with Auto Game Mode and AMD FreeSync Premium. In terms of audio, you'll find support for Dolby Atmos, DTS:X, and DTS Virtual:X.

Most of these specs match up well to Samsung's Frame offering. 

A Pro series of the NXTFRAME is also available with upgraded audio from Bang & Olufsen plus a matching wireless 3.1.2 sound bar and subwoofer.

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While Hisense took the opportunity to undercut Samsung's pricing, it looks like TCL is settling for being an even-cost competitor, matching The Frame's price pretty closely. Here's how pricing breaks down:

NXTFRAME

55": $1,499.9965": $1,999.9975": $2,499.9985": $3999.99

NXTFRAME Pro

55": $1,999.9965": $2,699.9975": $3,499.9985": $4,999.99

For comparison, here's how pricing for the latest version of Samsung's Frame TV, the LS03D model, looks: 

Samsung Frame

43": $899.9950": $1,099.9955": $1,299.9965": $1,999.9975": $2,999.9985": $4,299.99

A movable floor stand, with detachable wheels that let you move the set around your home, and matching table feet will be available for $699.99 and $149.99 respectively.

TCL says the set will be available in retail stores in September.