TCL attacks Samsung The Frame! Designer TV with matte screen and 4K QD-Mini LED heads to Europe

Samsung has nurtured the “TV that looks like a painting” category into The Frame, and for a long time, it had no real competitor. TCL is now introducing the A400 Pro NXTVISION model, which aims to settle into the same niche — with a wooden frame, a matte screen, and a gallery function for when the TV is not playing. The model has been sold in China since the end of last year and is now heading to Europe.

A picture as a picture when the TV is not playing

The main selling point of the A400 Pro is, of course, its appearance. The thin frame in a light walnut finish is designed to blend with the interior, and when the TV is idle, it can display an image of your choice. For the illusion of a real canvas, there is also a matte display finish that reduces reflections and gives the screen a more paper-like feel.

The equipment includes an integrated ambient light sensor that automatically adjusts brightness according to current room conditions. In this regard, TCL replicates Samsung’s approach.

Solid Features Under the Wooden Frame

TCL was not content with the A400 Pro being just a nice piece of furniture. The TV is built on a 4K QD-Mini LED HVA panel with a native refresh rate of 144 Hz. Marketing materials tout a value of 288 Hz, but that is an interpolated frequency.

Other officially stated values include 93% DCI-P3 color space coverage, a typical brightness of 400 nits, and support for HDR formats Dolby Vision IQ, HDR10+, and HLG. Four hundred nits for an art TV with a matte filter is precisely the value that won’t impress you in a sunny living room, but it’s more than enough in a darkened room.

The manufacturer also thought of gamers — the TV supports AMD FreeSync Premium Pro and offers a Game Master mode. Ports include HDMI 2.1 with eARC support, which should be sufficient for gaming consoles.

Google TV and Onkyo Speakers

Software-wise, the A400 Pro runs on Google TV, giving users a wide catalog of streaming applications, Google Assistant, and Miracast support. Connectivity is via Wi-Fi 5 and Bluetooth 5.4. For a TV launching in Europe in 2026, we would have liked to see at least Wi-Fi 6 from TCL. Sticking with Wi-Fi 5 is a bit of a shame.

Sound is handled by a 2.0 Hi-Fi system from Onkyo with Dolby Atmos support. A nice detail on paper, but in practice, the actual fine-tuning will be decisive — and we learn nothing about that from the press materials.

Prices Start at 599 Pounds

TCL has announced specific prices for the British market. The smallest 43-inch model will cost 599 pounds (approximately 17,500 CZK without VAT). This is followed by the 55-inch variant for 899 pounds, the 65″ for 1,099 pounds, and the 75″ for 1,399 pounds. The global TCL website also features 85″ and 98″ versions, but these are likely not yet available to interested buyers in European distribution.

TCL did not specify when the TVs would appear on British shelves. When, and if at all, the TVs will reach the Czech Republic is not yet clear.

Would you prefer a designer TV with a matte screen over a classic glossy model?

Source: TCL, Notebookcheck