TCL (The Creative Life), the third largest TV brand in the world, announced their fall product line-up for the United States today and it is very interesting. The star of the show is a 50-inch edge-lit LED 4K Ultra HD TV that will be launching in September for a mind numbing MSRP of $999!

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TCL’s 50” LED Ultra HD TV features next-generation 4K technology and combines stunning 3840x2160 resolution with SRS TruSurroundHD sound to provide consumers with a true home theater experience. The 50” 4K LED UHD TV brings spectacular picture quality with four times the resolution of Full HD (1080p). TCL’s 4K TV will upscale all of your favorite HD content - TV shows, sporting events, and movies (both Blu-rays & DVDs) to 4K to provide enhanced picture quality with sharper detail and contrast. The advanced 120Hz CMI (Clear Motion Index) refresh rate displays fast motion sports and action scenes with clarity and smoothness The 5,000,000:1 dynamic contrast ratio provides brilliant color and contrast. It features an ultra-thin bezel with a modern gunmetal gray finish, housed in a sophisticated slim frame design. Four HDMI inputs allow users to connect to satellite or cable, DVD/Blu-ray players, gaming consoles, and other devices at the same time. As an MHL (Mobile High-Definition Link) enabled TV, users can effortlessly connect smart phones or tablets to the TV to display content while simultaneously charging the device.

“Our mission is to deliver high quality HDTVs with advanced technologies and premium design at an aggressive price to establish the TCL brand in the US,” said Michelle Mao, President, TCL USA. “Similar to what the market saw a dozen years ago with the introduction of HDTVs, 4K UHD TVs are priced so high today that most consumers cannot afford them. As one of the world’s largest TV brands, TCL is able to change that, so we are launching our 50” 4K TV at a $999 MSRP to allow more consumers to enjoy the stunning picture quality and enhanced resolution of UHD TVs. While other brands see the introduction of 4K as an opportunity to make large margins – we see it as an opportunity to demonstrate to US consumers the combination of advanced technology and great value we’ve been delivering across the world for over 30 years.”