You can now buy a TV made entirely by Roku

Roku now makes its own TVs. The Roku Select and Plus series TVs were announced at CES in January and hit shelves this week. There are 11 Roku TVs in total, spanning two different lineups, ranging from 24 to 75 inches. Prices start at $150 and end at $1,200. These new Roku models are currently only available in Best Buy stores or online.

The Roku Select series is the base line, coming in a mix of HD and 4K models. The HD versions start at $150 for a 24-inch TV and offer sizes up to 40 inches, which costs $280. 4K offerings start at 43 inches for $320 and go up to 75 inches for $800. The HD TVs come with Roku Voice remotes, while the 4K sets offer an enhanced Roku Voice Remote that adds private listening through wired headphones and a lost remote control finder – a feature once reserved only for the Voice Remote Pro. Both remotes are superior to the base versions of competing entry-level Roku smart TVs like the TCL 4 series.

The Roku Plus series is the step-up option with an all-4K lineup, with picture-enhancing extras like Dolby Vision High Dynamic Range, local dimming, QLED for enhanced colors, Dolby Atmos-certified speakers, and a Voice Remote Pro. The Plus series also supports private listening via Bluetooth headphones paired directly to the TV, a feature that has long been available on competing Google TV and Amazon Fire TV models. The Roku Plus series is available in a 55-inch model for $650, a 65-inch version for $800, and a 75-inch option for $1,200.

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These TVs are Roku’s first foray into TV manufacturing. Previously, Roku had been content to work closely with its partners to bring Roku-branded TVs to market. From TCL, Hisense, Sharp and others, these TVs offer a range of sizes and picture enhancements. According to Roku, these partnerships will not go away.

“These Roku-branded TVs will not only complement the current range of Roku TV models from partner brands, but also allow us to enable future smart TV innovations,” said Mustafa Ozgen, Roku’s president of devices, in a January press release.

Roku has partnered with Best Buy to make its new products exclusive, so they won’t be available at Amazon, Walmart, Target, or other retailers for now. Amazon followed a similar path when it released its own branded TVs in 2021. The Fire TV Omni and Fire TV 4 series were initially only sold on Best Buy and Amazon, while other partners’ Fire TVs were sold in various retail locations.

So far it looks like Roku won’t push the technical limits of its TVs, so don’t expect picture quality at the highest level. While the Plus series TVs come with local dimming and QLED, which should help improve picture quality, the company hasn’t revealed many more details about these TVs’ picture-enhancing extras. For example, we don’t know exactly how many zones there are.

Currently, TCL’s Roku 6 Series TV is the most technologically advanced Roku-branded TV on the market — and CNET’s pick for best TV for the money. The latest version includes mini-LED technology with up to 448 local dimming zones, a native 120Hz refresh rate and gaming-friendly options including a 4K/120Hz input. However, prices are higher than the new Roku-branded TVs, with a 65-inch model costing $1,000.

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We look forward to testing the new Roku TV soon.

Initially published March 9, 2023 at 6:00 PM PT.