TCL and Bang & Olufsen have signed a six-year licensing partnership to bring “Audio by Bang & Olufsen” to TCL’s premium and high-end TV portfolio, distributed globally through TCL channels, although for now the emphasis is on the Chinese market. The initial result of this collaboration is TCL’s A300 Pro Nxtframe, an art TV that’s positioned as TCL’s answer to Samsung’s The Frame TV with a wireless 3.1.2 speaker and sound bar . It comes in 65, 75, and 85-inches models, with options for floor and wall mounting and with a 27.9mm frame with different frame color options.
The Nxtframe will feature a soundbar and subwoofer co-engineered by TCL and Bang & Olufsen’s audio teams. It will include BeoSonic compatibility, which basically means that users can customize sound characteristics via an app. The Nxtframe is launching first in China, as we said earlier, but there are expectations for a potential European launch, possibly at the IFA convention in Berlin. This collaboration appears to be TCL’s strategy to compete in the high-end TV market, particularly against Samsung’s lifestyle TV offerings, by leveraging Bang & Olufsen’s reputation for premium audio.
| Specification | 85″ A300 Pro | 75″ A300 Pro | 65″ A300 Pro |
| Central Processing Unit | A73*4 | A73*4 | A73*4 |
| Graphics Processor | G52 MC1 | G52 MC1 | G52 MC1 |
| Transmission Interface | HDMI 2.14 USB 3.01, USB 2.0 | HDMI 2.14 USB 3.01, USB 2.0 | HDMI 2.14 USB 3.01, USB 2.0 |
| Memory | 4GB, 64GB | 4GB, 64GB | 4GB, 64GB |
| Weight without Base (kg) | 43 | 31 | 22 |
| Weight including Desktop Base (kg) | 45 | 33 | 24 |
| Weight including Floor Base (kg) | 54.7 | 42.7 | 33.7 |
| Size without Base (mm) | 1898×31.9×1092 | 1675×29.8×965 | 1452×27.9×837 |
| Size including Desktop Base (mm) | 1898×348×1102 | 1675×348×977 | 1452×348×848 |
| Size including Floor Base (mm) | 1898×706×1712 | 1675×706×1585 | 1452×706×1460 |
| Mounting Size (mm) | 1898×33.9×1092 | 1675×31.8×965 | 1452×29.9×837 |
The TV has a feature for displaying from a repository of art images to make it blend in with a home’s decor or design themes when not being watched. Theoretically it is driven by AI but what that means in real terms is anyone’s guess. The reality is that a frame TV of this type has the appeal of being the equivalent of a painting hung on a wall, but it doesn’t really function as an immersive video content provider without some serious audio hardware which has to be external to the device. At least TCL is partnering with a suitably chichi brand to support this premium offering.
