Even though Roku has labeled its new TVs as its Pro Series, the company – currently dealing with a huge data breach – wants to make clear to both consumers and retailers that doesn’t mean these TVs are targeted at prosumers. According to the company, the “Pro” moniker is designed to differentiate the new 4K 55-, 65-, and 75-inch 120Hz mini-LED QLED Dolby Vision IQ models ($899.99 to $1,699.99) from its year-old, more entry-level Selection Plus Series models while avoiding the confusing non-descriptive alpha-numeric model designations used by other TV makers.
“We’ve seen the word ‘pro’ changing over the course of time,” Roku product director, Lloyd Klarke, told TWICE. “More recently, ‘pro’ really stands for step up – not the old version of ‘professional,’ but top of the line. In our testing, entry-level, mid-, and high-end consumers see words rather than numbers and letters as having a much more human touch. We’re always filtering decisions on how to keep things simple.”
Roku’s naming strategy is backed up by the Pro Series seemingly simpler operation and features aimed at providing mainstream consumers with the best viewing experience. For instance, a Harris poll conducted for Roku found that only 9% of smart TV viewers adjust picture settings to match content. As a result, the Pro series includes Roku Smart Picture, which, by default, automatically switches to the most optimal picture setting, such as switching to Sports mode for sports, Vivid mode for animation, and Movie mode for film watching. In addition, Smart Picture Max uses AI to refine color, contrast, and sharpness in real-time scene-by-scene. “It’s no longer having to fiddle with picture settings because it just all happens automatically,” Klarke said.
To make the Pro Series sets seamlessly blend with room décor, Roku has added a Samsung Frame TV-like Backdrop feature to display classic art and other images as well as a consumer’s own photos or graphics when no one is watching. Backdrops will be added to all Roku-powered TVs over the coming months and to streaming devices later.
On the audio side, inside of conventional bottom-firing speakers, the Roku Pro Series will feature side-firing Dolby Atmos speakers. Roku has acceded to consumer demand and added backlighting to its small voice remote, making it easier to locate it in a dark room.
Streaming = TV
As more and more consumers equate TV viewing with streaming, Klarke believes the Roku streaming brand will help the company compete at retail with more established TV makers.
“There’s a clear benefit from the close connection between content on our streaming platform and our hardware design, all of which sits under one roof,” Klarke insisted. “Having a TV made and available directly from Roku makes sense to consumers. We use the latest in display tech, but the secret sauce is in the software.”
Many of the new features will, at some point, be available as an upgrade on TVs that feature Roku software as well as Roku set-top boxes and HDMI sticks, depending on the hardware and processing available.
Distribution Issues
Roku believes that making a simpler TV makes selling easier for retailers. “We find that shoppers, regardless of price point, appreciate the simplicity of the TV viewing experience,” Klarke explained, “which makes decisions easier for the shopper and for the retailer.”
One problem, however, is the Pro Series will not get a wide distribution, at least at first. The new sets will be initially available online at Amazon and Walmart and will be available at physical retail only at Best Buy, all part of a phased rollout. Roku wouldn’t say when the new Pro Series models would be available for other retailers, however, including current Selection Plus Series model dealers.
“We are working to ensure that we offer our products where [consumers] choose to shop for their televisions,” Roku retail strategy VP Chris Larson told TWICE. “We will continue to add additional retail partners and distribution points as our infrastructure allows.”
