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Roku has announced that it is venturing into the world of self-made smart TVs. The company has been working with partners like TCL and Hisense in the past, but at CES, Roku declared its intention to produce its own Roku TVs. And now, the wait is over, as you can buy one of those sets at Best Buy’s stores.
Roku’s three series of TVs are all powered by its streaming platform. The Roku Select Series HD TVs range from 24″ to 40″, while the Roku Select Series 4K TVs come in at 43″, 50″, 55″, 65″, and 75″. The Roku Plus Series 4K TVs range from 55″ to 75″. Roku says Select HD TVs will start at $149, with the potential for a price drop to $120 this summer. Meanwhile, the Plus Series 4K models will start below $500, which is in line with similar offerings from TCL and other partners.
*Product prices and availability are accurate as of the date and time indicated and are subject to change.
Roku Select Series HD TVs
- Roku 24″ class Select Series TV — $149.99 from Best Buy
- Roku 32″ class Select Series TV — $199.99 from Best Buy
- Roku 40″ class Select Series TV — $279.99 from Best Buy
Roku Select Series 4K TVs
- Roku 43″ class Select Series TV — $319.99 from Best Buy
- Roku 50″ class Select Series TV — $379.99 from Best Buy
- Roku 55″ class Select Series TV — $429.99 from Best Buy
- Roku 65″ class Select Series TV — $599.99 from Best Buy
- Roku 75″ class Select Series TV — $799.99 from Best Buy
Roku Plus Series 4K TVs
- Roku 55″ class Plus Series TV — $649.99 from Best Buy
- Roku 65″ class Plus Series TV — $799.99 from Best Buy
- Roku 75″ class Plus Series TV — $1,199.99 from Best Buy
Roku’s VP of retail strategy, Chris Larson, said that the company is focusing on providing features that partners don’t always include. For example, the Select TVs will come with voice-enabled remotes and automatic brightness adjustment (on the Premiere sets). Although Roku is remaining tight-lipped about its Select TVs, the company’s standard voice remote will be included with both HD and 4K models. However, like most budget-friendly TVs, they’ll rely on edge dimming backlights, so don’t expect to see deep blacks or consistent lighting.
In contrast, the Roku Plus Series 4K offers more advanced features, including QLED panels, local backlight dimming for better contrast, and 4K Dolby Vision and Dolby Atmos-approved speakers. They’ll also come with Roku’s rechargeable voice remote. It will be interesting to see how TCL and other partners respond to Roku’s self-made smart TVs. By making voice remotes standard, it’s possible that they will follow suit.
Related: The best Roku streaming devices
In addition to releasing its own smart TVs, Roku has also unveiled a Roku OS update. The update will include local news and support for premium subscriptions on Roku’s live channel guide.