Roku introduces Pro Series streaming TVs, with an AI feature


Roku has been around for a decade and it’s celebrating the occasion with the Roku Pro Series TVs, which come with a new AI feature.

These streaming TVs offer enhanced picture quality and automatic content optimization, Roku said as it prepares to show off the goods at CES 2024, the big tech trade show in Las Vegas next week.

Roku TV debuted in 2014 and its TV licensing program has expanded to include models from 25 global TV partners. It launched its own branded TVs in 2023.

San Jose, California-based Roku said it plans to release the Roku Pro Series TVs in spring 2024. Available in three sizes — 55 inches, 65 inches and 75 inches — the Roku Pro Series TVs aim to amalgamate Roku’s simplicity with a refined hardware design.

Roku Pro Series TVs will cost less than $1,500.

Emphasizing picture quality and immersive audio, these TVs are equipped with a 4K QLED display, Mini-LED local dimming, and enhanced audio technology to deliver a captivating cinematic experience. The wall-mounted design is tailored for streaming.

Chris Larson, vice president of retail strategy at Roku, said in a statement, “Roku Pro Series’ picture and audio quality, polished design, unique features, and ease-of-use bring the market leadership and innovation that Roku is known for to a TV made for streaming.”

Roku also unveiled the Roku Smart Picture, a feature slated for release in spring 2024. This feature, accessible across all Roku TV models, including the Roku Pro Series, utilizes AI and machine learning to automatically adjust the picture based on the content displayed. This technology aims to provide viewers with an optimized visual experience, ensuring top-notch presentation for every piece of content.

The Roku Pro Series TVs will be priced under $1,500 for sizes ranging between 55 inches to 75 inches and will be complemented by an optional mount designed by Roku, seamlessly blending design and functionality. Additionally, Roku announced the expanded retail availability of Roku Select and Plus Series TVs later this year, promising further details to follow. Circana said Roku has the No. 1 smart TV operating system in the U.S. and Mexico.

“From the very beginning, we envisioned a world where TV fans could enjoy their favorite content on their own terms, on their preferred brand without any hassle,” said Mustafa Ozgen, president of Devices, Products and Technology at Roku, in a statement. “As we celebrate this incredible milestone of 10 years of the Roku TV program, we look forward to continuing to innovate alongside our partners, to deliver the best possible streaming experience to households worldwide.”

As global streaming continues to rise, Roku customers have viewed 100 billion streaming hours on a trailing 12-month basis and averaged 3.9 streaming hours a day per active account (as of Q3 2023).

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