James R | On 06, Jan 2015

Roku has announced plans for new 4K TV models.

The company, which launched a range of televisions last year with its smart streaming service built-in, is now setting its sights on the Ultra HD crowd. Roku will work once more with global TV manufacturer TCL, with whom it released its TCL Roku TV models in 2014.

The 4K TV sector has struggled with two obstacles in the past: content and pricing.

Roku is confident about both. The company is teaming up with Netflix to make sure they have content to stream.

“As one of the first streaming services to offer 4K Ultra HD content to our customers, it’s important for Netflix to work closely with partners like Roku to give consumers more streaming options,” says Neil Hunt, Chief Product Officer of Netflix. “We look forward to bringing Netflix 4K Ultra HD content to Roku customers.”

Roku’s announcement also arrives as the price of UHD sets gradually becomes more affordable. According to Business Insider Intelligence, prices in North American for 4K TVs dropped almost 90 per cent between 2012 and 2014, while Roku’s own brand places great emphasis on affordability and value.

“With the maturation of 4K including the dramatic price reductions of 4K TVs, the growing amount of 4K content available for streaming and the increased consumer awareness of the benefits of 4K, the time is right for Roku to offer Roku TV 4K solutions to global TV OEMs,” says Roku Chief Executive Officer Anthony Wood.

“We are very bullish on 4K as we believe that streaming will be instrumental in its adoption.”

TCL says that the reception of Roku TV models last year “exceeded expectations”.

“We are thriller to now be working with Roku to develop TCL Roku TV 4K models that will bring the latest in TV design together with the best smart TV experience available. TCL Roku TV 4K models will be exceptional smart TVs available for the growing number of consumers who want 4K Ultra HD content.”

There is no word yet on pricing for the sets.

The announcement follow growing plans from Roku to launch even more TV models onto the market. Beginning this spring, Insignia Roku TV models will be available for purchase exclusively in the US from Best Buy. Haier is also producing new Roku sets for release in the autumn this year, which will range from 32 inches in size to a whopping 65 inches.

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