Roku Launches First Self-Branded OLED Smart TVs

Roku Inc. launched its first self-branded OLED smart TVs, introducing the Roku Pro Series OLED and the Roku Pro Series LX OLED. The new models aim to provide improved contrast and black levels over previous LCD-based versions, with the LX model offering higher brightness and a 144Hz refresh rate.

The standard Pro Series OLED starts at $999 for 55-inch and 65-inch sizes, while the LX version starts at $1,299 and is scheduled to ship in October. These televisions will be sold exclusively through Amazon.com Inc.

This product expansion follows the June announcement that Fox Corporation is acquiring Roku in a $22 billion deal. The transaction will merge Fox's content and Tubi service with the Roku platform. Chris Larson, vice president of retail strategy at Roku, stated that the company intends to make OLED technology more affordable for customers who previously had to choose between display quality and price.