TCL has officially unveiled its NXTFrame TV in North America, bringing the thin lifestyle TV designed to be an art display when not being used for media to what appears to a growing category of displays that compete with The Frame from Samsung.

The TV is TCL’s first lifestyle model in North America, and the company calls it a “premium product” that leverages advanced technology and modern style with customizable artwork. Adding to the premium features is a soundbar and subwoofer from Bang & Olufsen in the Pro models.

According to the Chinese company, which debuted the model in China last month, the  TV is the world’s thinnest All-in-One with a 1.1-inch-deep frame on the 55-, 65- and 75-inch models. The TVs also features a built-in chassis for simple installation without requiring an external box.

The TV’s features and specs position the NXTFRAME to compete with Samsung’s The Frame in the class of design-inpsired TVs that double as art displays, and it appears to be a growing category, as Hisense also recently announced the Canvas TV, which offers very similar features.

TCL NXTFRAME Design and Cost

The NXTFRAME TV also features an off-white frame and a light wood-colored magnetic frame. An included wall mount, high matte anti-reflective screen, an art library, AI art capabilities, and personal photo gallery mode position the TV to compete with The Frame, Samsung’s design-inspired TV that showcases art when the TV isn’t in use. The NXTFRAME can also be mounted to a movable floor stand.

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The NXTFRAME runs on Google TV and includes connectivity options such as Bluetooth, three HDMI ports, Wi-Fi 5, Apple AirPlay 2, and compatibility with Google Assistant, Amazon Alexa and Apple HomeKit.

The 55-inch model will be $1.499.99, the 65-inch model $1,999.99, the 75-inch model $2,499.99, and the 85-inch model $3,999.99. The PRO models are $1,999.99, $2,699.99, $3,499.99, and $4999.99, respectively.

TCL NXTFRAME Display Technology

TCL says NXTFRAME is its most flexible QLED TV for consumers focusing on lifestyle and looking to create an “elevated gallery setting” in their living room. The TV can display a rotation of artwork, including a pre-loaded library of artwork with adjustable matting styles, several static and motion personal photo gallery options, screen saver mode and background music capability.

An AI Art feature allows the user to create their own artwork by just answering a few questions.

The NXTFRAME will feature QLED wide color gamut technology, and the QLED PRO for more accurate color, and HDR ULTRA with Dolby Vision IQ for enhanced contrast. The TV also includes a high brightness LED backlit for brighter images in any room environment, the company says.

The TV features a 120Hz/144Hz VRR panel refresh rate and Motion Rate 480 with MEMC. Game Accelerator 240 with Auto Game Mode and AMD FreeSync Premium are designed to provide more responsive gameplay with up to 240 VRR gaming.

TCL NXTFRAME Audio Technology

While the TV is designed to look like a piece of artwork, it’s the audio specs that make it stand out. TCL says the TV features Dolby Atmos, DTS:X and DTS Virtual:X, as well as other audio features common in many TVs today.

However, it’s the integrated audio system in the NXTFRAME Pro models that comes with a matching wireless 3.1.2 soundbar and subwoofer engineered via a partnership with Bang & Olufsen. The NXTFRAME will also feature Bang & Olufsen’s BeoSonic, a proprietary digital interface, which allows customers to seamlessly customize and refine their sound experience.

Scott Ramirez, vice president of product marketing and development at TCL, says in a statement the company sees a growing focus on the home lifestyle and consumers seeking out TVs that complement their home’s aesthetics.

“With its thin off-white bezel, included light wood magnetic frame, matte anti-glare screen, and flush mount wall bracket, TCL’s NXTFRAME TV will accentuate virtually any home décor,” Ramirez says.

“Plus, TCL’s advanced AiPQ Processor will help bring digital art to life. The addition of our Pro series, in partnership with B&O, takes NXTFRAME to an all-new level, matching beautiful audio with beautiful design.”

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