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The TV market often seems to lack innovation, with few groundbreaking developments that can change the consumer’s experience. We spoke with representatives from major manufacturers to understand what to expect from TV innovation in 2025 and the strategy to democratize existing technologies.

AI and User Experience are the Focus of Brands

Like other appliances that use AI, such as air conditioners, artificial intelligence in TVs is already a reality. According to brands, AI makes a difference in content recommendations, interface, and even image quality.

Google TV, used by brands like TCL, Hisense, Philips, and Toshiba, is known for offering assertive recommendations, as it connects to the user’s Google account. According to Níkolas Corbacho, TCL SEMP Product Manager, the focus of a TV’s operating system should be fluidity, simple interaction, and a lot of content.

Diversity of Screens Calls Attention and is Expected to Increase

In terms of screens, the number of available technologies on the market has increased significantly. Currently, the main types of screens are:

• LCD: the most common technology on the market, uses a liquid crystal panel to filter light generated by an LED backlight;
• QLED: an evolution of LED, widely used by Samsung, but also present in other manufacturers under variations, uses a layer of quantum dots between the LED backlight and the LCD panel to provide better colors and higher brightness;
• Mini LED: an improvement over traditional LCD, uses very small LEDs that guarantee better control of illumination, with more local dimming zones;
• OLED: the most premium technology on the market, does not use a backlight, and each pixel emits its own light, providing better contrast, color accuracy, and viewing angles.

According to Corbacho, TCL’s plans are to improve Mini LED technology to offer the best experience for consumers.

TV Personalization for the Consumer is Already a Reality

One of the major changes in the current TV market, which is expected to grow, is the categorization of models by audience.

Challenges to Improve TV Sound

One of the main challenges for TV improvement is the sound system. Modern TVs are getting thinner, which reduces the space available for larger and more powerful speakers.

TVs Already Dispense with Remote Control for Voice Commands

Without a doubt, voice command is one of the most recent advancements in TVs, providing accessibility. However, in most cases, it is still necessary to use the remote control to activate the function.

What to Expect from TV Innovation

In summary, manufacturers are working on new technologies to elevate the current TV experience and strategies to democratize these advancements to the population.

• AI in TVs, including entry-level models;
• New screen technologies and improvement of current ones, such as MiniLED;
• “TV personalization”;
• Solutions to elevate sound quality;
• Expansion of connectivity.