HOME CINEMA CHOICE SEPTEMBER 2019
'We're not a budget brand'
Hisense adds Dolby Vision and Atmos to 2019 range, confi rms OLED
Hisense is the latest TV manufacturer to add Dolby
Vision and Dolby Atmos to its mainstream range.
Dolby Vision HDR debuts on its mid-priced B
LED LCD, while its ULED U7B and U8B sets add
Dolby Atmos audio compatibility.
Screen sizes grow from 43in to 65in. The ploy,
says the company, gives it the widest range of
low-cost Dolby Vision screens in the UK – and
the brand also confi rmed to HCC that it’s planning
a limited edition 75in 4K screen for sale during
a key promotional period (Black Friday?).
‘We’ve simplifi ed the range,’ says Arun Bhatoye,
Senior Marketing Manager.
The Chinese company, which is celebrating its
50th anniversary, is also introducing its fi rst OLED
screen this summer, the Ultra HD Premium certifi ed
55in 08B, again with both Dolby Vision and Dolby
Atmos support.From OLED to low-cost
With the new lineup the most comprehensive yet
from Hisense, HCC was invited to its UK HQ to take
a closer look.
OLED is obviously a star turn, but the low-cost
B7500 looks likely to attract particular attention.
Not just because of its 4K HDR talents and wide
colour gamut panel, but also because of its slick
'unibody' design and join-free thin bezel.
Hisense’s step-up ULED screens add local
dimming, with the pricier model off ering more
advanced image interpolation. There’s no voice
interaction with Google Assistant or Amazon Alexa,
although we're informed it’s on the roadmap.
If you’re not allured by dynamic metadata
support, Hisense could tempt with its B7100 and
B7300 4K HDR10 screens. These come in 43in,
50in, 55in and 65in variants and feature smart
connectivity in the form of the brand’s VIDAA U
3.0 platform. The pair are distinguished by their
pedestals; the former boasts adjustable feet,
while the latter is a single-stand design.For non-4K buyers, the brand
also off ers HD. The B5600 is
available in 32in (720p) and
40in (Full HD) iterations. This may
surprise, but 'around 25 per cent' of the TV market
is still non-4K, says Hisense.Creating a niche
The brand has benefi tted from some high-profi le
sports sponsorship of late, including the FIFA World
Cup and the Euros, a policy it intends to continue
over the coming months. It’s also sponsoring the
2021 UEFA Women's Championship. When it comes
to driving awareness, it’s a deep-pocket strategy.
'We've always maintained that we're not a budget
value brand,' explains Bhatoye. 'What we're trying to
off er is bang for buck, if you want to call it that. Right
now I think we are creating our own little niche, which
is off ering a high-value spec at a price point which
is quite attractive.'
There is a big diff erence between Hisense and
OEM value models, he insists. 'We manufacturer
our own TVs. We are a brand, as opposed to just
being a label. We invest in our own technology.'
And not everyone wants to invest in an expensive
TV, believes Bhatoye. There's a healthy sector where
people want the latest 4K screen, with Freeview Play,
at a price point that 'keeps them happy.'
As for 8K, the company is in no rush to embrace
the next-gen standard. '8K is a funny one for us, not
least because we've had it on our stand at IFA for the
last two, maybe three years,' says Bhatoye. 'I think for
us, it seems people are still getting their head around
4K, and 4K content remains quite limited unless
you’re subscribing to Sky Q or some of the monthly
subscription services. So for us, the focus remains
very much 4K going forward.'
Further down the line, Hisense says it has plans
to build connected home products,
specifi cally linking traditional
Hisense CE products with those
from its sister white goods
company, Gorenje.
'That's the future,' predicts
Howard Grindrod, Vice President
at Hisense UK. 'But we've got to
think beyond the connected home
just being the ability to turn
a product on from your mobile.
That's just kind of a gimmick isn't
it? The true connected home is
everything working together in
the most energy effi cient way. That
needs proper technology solutions,
and behind the scenes we will be
developing just that.'Hisense's Arun Bhatoye: 'What we're trying
to off er is bang for buck. Right now I think
we are creating our own little niche'4K sets form the majority of Hisense's
range, but it still sells Full HD and 720p TVs12 HISENSE/NEWS X 10
August 12
Shazam! (BD/3D/4K)
Pet Sematary [2019] (BD/4K)
Buster Keaton: The Masters of
Cinema Series (BD)
In Bruges: Limited Edition (BD)
Batman: Hush (BD)
Used Cars (BD)
August 19Hellboy [2019] (BD/4K)
Anaconda 1-4 (BD)
Dragged Across Concrete (BD)
Tokyo Gore Police (BD)
Wonder Park (BD)
Klute (BD)
The Chant of Jimmie Blacksmith
(BD)
August 26
Stand By Me (BD)
Apocalypse Now: The Final Cut
(BD/4K)
Flight of the Navigator: Limited
Edition (BD)
Oldboy: Limited Edition (BD)
Rabid: Limited Edition (BD)
The Missionary: Limited Edition
(BD)
American Horror Story: Apocalypse- The Complete Eighth Season
(BD)
Critters Attack! (BD)
Escape Plan 3 (BD)
Do The Right Thing (BD)
September 0 2
Avengers: Endgame (BD/3D/4K)
Avengers: 4-Movie Collection (BD)
Once Upon a Time in the West:
50th Anniversary Edition (BD)
True Detective: The Complete
Third Season (BD)
Dark City (BD)
Castle Rock: The Complete First
Season (BD)
Doctor Who: The Specials (BD)Press play
Discs spinning your way
in the coming month...