Consumer electronics company Roku has announced a new lineup of premium smart TVs, called the Roku Pro Series, targeting the higher-end segment of the market. With advanced display technology and AI-powered picture enhancement, the Pro Series looks to compete with offerings from the likes of Samsung, LG and Sony.
Roku Looks to Build on Recent Success
The launch of the Pro Series TVs marks a strategic move upmarket for Roku. While the company made its name providing affordable streaming devices, its Roku TV platform has seen increasing success in recent years. Roku OS was America’s #1 smart TV platform in Q1 2022, powering 1 in 3 smart TVs sold.
Roku now looks to leverage this large install base and translate its software success into a push into premium hardware. The aim is not only to drive revenue growth but also to attract higher-income cord cutters looking for a smarter smart TV experience.
Roku Pro Series TVs
Model Screen Size Display Type Resolution Peak Brightness AI Smart Picture MSRP
Roku Pro 55 55" Mini-LED 4K UHD Up to 2000 nits Yes $1399
Roku Pro 65 65" Mini-LED 4K UHD Up to 2000 nits Yes $1499
Roku Pro 75 75" QLED 4K UHD Up to 1500 nits Yes $1999
Roku Pro 85 85" QLED 4K UHD Up to 1500 nits Yes $2499
Cutting-Edge Display Technology
The headline features of the new Pro Series are the high-end display technologies powering the TVs. The 55-inch and 65-inch models use mini-LED backlighting coupled with full array local dimming. This allows for precision control of the backlight, enabling up to 2,000 nits peak brightness for stunning HDR performance. They also promise superior contrast thanks to their ability to turn off individual zones of the backlight.
The larger 75-inch and 85-inch sets utilize QLED (quantum dot LED) panels. While not quite as advanced as mini-LED, QLED still enables vivid colors, high brightness, excellent contrast and wide viewing angles.
AI Picture Enhancement
All Roku Pro Series TVs also come equipped with a new AI Smart Picture feature. This uses machine learning algorithms to analyze content on a scene-by-scene basis and automatically adjust picture settings to optimize quality. For example, it can tweak color, contrast, motion smoothing and other parameters to improve streaming video or live sports.
Roku claims its AI picture enhancement will allow the Pro Series to dynamically configure the best picture quality regardless of ambient light conditions or content type. This removes the need for complex manual calibration and delivers an optimal viewing experience with no effort from the user.
Additional Features
Beyond their advanced displays and AI picture tech, the Roku Pro Series brings a range of other enhancements over standard Roku TVs:
Premium Design
The Pro Series features higher-end industrial design with slim bezels and metal accents for a sleek, modern aesthetic. They also introduce a new flat wall mount with the ability to pull the TV flush against the wall.
Dolby Vision & Atmos
Support is included for advanced HDR format Dolby Vision as well as immersive Dolby Atmos audio decoding. This allows compatible content to be enjoyed in stunning 4K HDR quality with spatial surround sound.
Improved Audio
Audio gets a boost too with higher quality drivers delivering more powerful, room-filling sound with dialogue enhancement tech.
Gaming Features
For gamers, the Pro Series brings Auto Low Latency Mode for lag-free gaming, and 144Hz variable refresh rate support on HDMI ports.
Voice Remote Pro
Roku’s acclaimed voice remote has also had a high-end makeover. The new Voice Remote Pro features rechargeable battery, lost remote finder and hands-free voice commands.
Targeting Value-Focused Customers
Despite the flagship specs and features, Roku is aiming to keep pricing competitive on the Pro Series. With MSRPs ranging from $1399 to $2499, the TVs are priced below comparable mini-LED and QLED models from the likes of Samsung.
It seems the play is to target customers focused on value for money rather than absolute top-tier performance. The Pro Series may make some compromises versus the most advanced TV tech available, but looks extremely compelling for the price.
What Happens Next?
The Roku Pro Series TVs are expected to launch this spring at various retailers throughout the US. While specific partners have not been named yet, Roku’s current TVs are sold via retailers including Best Buy, Walmart and Target.
If successful, the move upmarket could pave the way for Roku to establish itself as a serious player in the increasingly competitive smart TV space. It may also encourage other brands to accelerate adoption of advanced display technology like mini-LED into more mainstream price points.
One thing is for certain – the Pro Series TVs will make streaming better than ever on Roku’s acclaimed smart TV platform. And that can only mean good things for cord cutters as we move further into the streaming decade.
So that covers the key details on Roku’s new Pro Series announcement. With cutting-edge displays, AI-enhancement and competitive pricing, Roku looks to shake up the premium end of the TV market in 2023. We’ll bring you full reviews and hands-on impressions of the sets once they launch later this year.
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