Samsung S85D vs Hisense U7S / U77SE

Brightness is a key parameter in televisions, and the S85D Samsung model offers a level comparable to other OLEDs from a few years ago. Though it doesn't impress in this regard, its huge advantage is a very competitive price. A peak brightness of 600 nits provides good image quality in HDR conditions, giving users a taste of cinema-like experiences in the comfort of their home. However, as with many budget OLED models, the biggest problem is very bright, full-screen scenes – in such moments, like the final shot from the movie "The Meg," the television can lose as much as half of its brightness, which is noticeable compared to more expensive OLED models. Despite this, the television offers an impressive DCI-P3 colour gamut coverage of 99%, allowing for the display of vibrant and accurate colours.

The Hisense U7S has considerable HDR potential, but it can’t make full use of it in every scene. On a test pattern it reaches about 1100 nits, so the backlight is genuinely strong. In our brighter film scenes we measured around 640 to 745 nits. That’s still enough for the sun or bright highlights to have a distinct bloom and to show an advantage over SDR material. When the TV needs to light a larger portion of the image, it handles it quite well.

The problem appears with small lights on a dark background. Each of the 192 zones covers an area considerably larger than a tiny point on the screen. If the TV were to drive such a zone strongly, it would brighten the surrounding area along with the light. Hisense tries to avoid that and dims the whole zone. Blacks look better as a result, but a small bright object that should draw the eye also loses intensity. That’s why in two tougher scenes we recorded only 297 and 154 nits. The difference is large: in one shot HDR can impress, and in the next small highlights are noticeably muted. The U7S therefore prioritises keeping deep blacks, even at the expense of bright details. With this number of zones it’s an understandable compromise, but it’s worth remembering that the peak 1100 nits tells us about the backlight’s capability, not how brightly the TV will show every element of a film.

Colours

Hisense markets the U7S as ULED, but that’s a marketing name; the wider colour gamut here is achieved by a PFS phosphor backlight. In our measurements the TV covered about 91% of the DCI-P3 space and 71% of BT.2020. Those are good results, though a little short of the best screens on the market. The biggest shortfall is in green — the TV doesn’t even reach the DCI-P3 boundary there, so the most intense green hues will be less saturated than they should be. Most colours in HDR films and series still look suitably vivid, however. A positive is the repeatability of the results: gamut coverage on test patterns and in film scenes is practically identical.

The Filmmaker mode on Samsung's S85D does indeed offer the best factory settings, but it is not without flaws, particularly evident in colour reproduction. The white balance graph for HD and HDR content shows clear issues – both red and blue colours are significantly weakened, leading to a dominance of green. The result is an unnatural yellowish tint that can affect the perception of realistic scenes. The Color Checker test clearly shows that the colour samples deviate from the expected values – for HD materials, the colours tend to be overly saturated, with a marked shift towards green, which is also evident in the white balance graph. Conversely, for 4K HDR content, the colours appear too dull and lacking in depth, causing the image to lose its appeal and naturalness. This effect is particularly noticeable in delicate scenes where colour precision plays a key role, which can be disappointing for discerning viewers who expect faithful reproduction of details and colour intensity.

When it comes to brightness, the gamma graph for HD content looks quite good; however, there is a clear spike at the end, exceeding the value of 2.4. Although this is not a major issue in most scenes, in more demanding sequences it can affect the clarity of bright details. For 4K content, the EOTF curve, responsible for rendering brightness, proves to be problematic. The initial part of the graph shows a slight spike. This phenomenon can result in excessive boosting of brightness in the brightest areas of the image, leading to a loss of detail in very bright scenes.

Although Samsung S85D offers quite decent factory settings, especially in Filmmaker mode, it is worth considering manual adjustment of settings to improve some imperfections, particularly in colour reproduction.

Factory colours on the Hisense U7S are decent, but there are a few things to fix. In SDR the white balance favours red, so the image looks too warm, in places with a slightly pink tint. You can see this on faces and bright, neutral surfaces. Gamma also runs below the target, so the TV brightens the image, especially in darker areas. That makes it easier to see shadow detail, but the scene loses some of its depth.

In HDR the white balance is a bit more even, but not completely neutral, with midtones lacking blue and the brightest parts lacking red. A bigger problem is the way brightness is reproduced. The EOTF curve shows that a large portion of the midtones is boosted, making the image appear brighter than the source material intends. Color Checker measurements also fare worse than in SDR: many errors are around 3 to 4, and individual ones reach as high as 8. Colours can therefore look attractive, but they're not always faithful to what we should be seeing. There’s room for improvement and we’ll see how much can be corrected with calibration.

After calibration, the Filmmaker mode on Samsung S85D really impressed. The white balance, regardless of the type of content, has improved significantly, resulting in more natural colours. The Color Checker test shows that colour reproduction errors are now minimal and rarely exceed acceptable values, which indicates precise colour reproduction. The factory colour representation left a lot to be desired, but now the situation has significantly improved – colours are natural, accurate, and look as if they have been precisely rendered according to the creators' intentions. This is a huge step forward compared to earlier generations, where colours were often distorted or too intense.

The brightness characteristics have also benefited from calibration – it's now more vivid and precise. The gamma, although reasonably good before, has become even more stable, providing a deeper, more natural image. The EOTF curve has been flattened, allowing details in dark areas to be more visible, and the contrast is better balanced. Thanks to all these improvements, the television delivers an image close to reference quality, which definitely enhances the enjoyment of watching films and HDR content.

Calibrating the Hisense U7S did the most for SDR content. We managed to even out the white balance, so the earlier warm tint is gone and whites and greys look neutral. Gamma now sits very close to the reference, so the TV no longer brightens the image unnecessarily and darker scenes have regained depth. Color Checker measurements confirm the improvement: most errors are below 2. For watching regular TV and SDR films, this delivers a really well calibrated picture. Calibration in HDR wasn’t as smooth. The TV lacks an effective way to correct the EOTF curve, so Hisense still interprets the film’s brightness a bit on its own. It brightens parts of the image and, depending on the scene and local dimming, can tone down the brightest elements. That couldn’t be eliminated by calibration. This also shows up in the Color Checker results, where many errors remain around 3–4 and some exceed 7. In SDR the result is therefore very good, but in HDR we have to accept that the TV adds its own interpretation of brightness to the image.

Samsung S85D does a great job of scaling images and smoothing tonal transitions. Like other Samsung models, the television offers three noise reduction modes: off, standard, and high. While it improves gradation well, it unfortunately also removes film grain, which many viewers desire to give the image a cinematic character. This grain often adds authenticity and a certain rawness to films that is lost once it is smoothed out. Removing the grain can make the image appear too sterile and smooth, which takes away some of the charm of the original film material. When it comes to image scaling, the Samsung S85D excels at displaying lower resolution content – the model in the photo and the branches in the background were shown correctly, without major issues with jagged edges. The only noticeable downside is the presence of overscan, which can sometimes cut off parts of the image, which may not appeal to everyone.

The processing of lower-quality material in the Hisense U7S is fairly average. The Pentonic 700 chipset used here doesn't cope particularly well with the effects of heavy compression. There's a "Smooth and Gradient Picture" function in the menu, but its performance leaves a lot to be desired. At the low setting it's hard to see any improvement in tonal transitions, though at least the picture doesn't suffer. Medium and high settings still don't remove visible banding between tones and begin to blur details; in our clips parts of characters' faces even vanished. Interestingly, film grain remains untouched at every level. If you do use this function, stick to the low setting. Its current performance needs refinement, but that's mainly down to the processor used here.

Upscaling to 4K performs much better. Lower-resolution content gains clarity, edges are well reproduced and fine details look sharp. That doesn't mean the TV can recover details that weren't in the recording, but it makes good use of what's provided by the source. Another plus is the lack of edge cropping, even with an SD signal.

As befits an OLED television, Samsung S85D offers excellent motion fluidity. Equipped with a 120 Hz panel and a fast response time, the TV delivers very smooth playback of dynamic scenes without visible blurring. For movie enthusiasts, there is a feature called "Picture Clarity Settings," which allows for adjusting the image smoothness to individual preferences on a 10-point scale. Motion blur reduction enhances the sharpness of fast-moving objects, while motion smoothing eliminates the "judder" effect for a smoother motion. This way, every user can set the appropriate level of clarity that best suits their taste, from a more cinematic effect to clearer, smoother movements.

Motion handling on the Hisense U7S is decent thanks to its 144 Hz refresh rate. For films there's also a motion smoothing option with adjustable judder and blur reduction. You can keep a more cinematic feel to motion or increase smoothness if choppy camera pans bother you. High refresh is also useful for sport and gaming, but unfortunately it doesn't solve the panel's biggest problem.

The issue is pixel response time. Fast-moving objects leave long, distinct trails, as our UFO test shows. It's worst on dark backgrounds, where the trail is particularly pronounced. So motion can be smooth, but the moving object loses sharpness, and that difference on the U7S is fairly easy to spot.

Samsung S85D OLED is an excellent choice for gamers thanks to its many modern features that make gameplay easier and more enjoyable. The TV has four full-bandwidth HDMI 2.1 ports, allowing you to connect the latest consoles without worrying about limitations in image quality or frame rates. This means support for 4K resolution at 120 Hz, which is ideal for modern titles. Additionally, the Samsung S85D has an ALLM (Auto Low Latency Mode) feature that automatically activates low latency mode when it detects a gaming device. This means you don’t have to manually switch settings – the TV takes care of ensuring fast response times, which is crucial in games where every second counts.

The VRR (Variable Refresh Rate) feature and G-Sync support are additional elements that make gameplay smoother. VRR adjusts the refresh rate to match the frame rate generated by the console or computer, eliminating screen tearing and stuttering. This is especially useful in fast-paced games where the frame rate can fluctuate. Auto Motion Plus Game is a feature that Samsung introduced with gamers in mind, and it’s worth appreciating. It makes the picture in games smoother – 30 frames per second looks like 45, and 60 Hz gains in smoothness, giving an effect close to 90 Hz. At the same time, there’s no significant increase in input lag, which remains below 25 ms, making this feature stand out compared to others available on the market. Gamers can enjoy smoother visuals without worrying about reduced responsiveness.

Samsung has also thought of something extra – the TV has a built-in Xbox Game Pass app, which means you can game in the cloud without needing a console. It’s a great solution for those who want to enjoy gaming without investing in additional hardware. All you need is an internet connection, and you have a massive library of games at your fingertips. This makes Samsung S85D an excellent choice for both casual and more advanced gamers.

The Hisense U7S has plenty to offer gamers. You get two HDMI 2.1 ports and support for 120 Hz in Full HD, 1440p and 4K, so modern consoles’ capabilities are well utilised. When connected to a PC you can use 144 Hz at 4K or switch the resolution to Full HD and run 240 Hz. So there’s a lot of choice, although it’s worth remembering the motion smearing mentioned earlier, which the high refresh rate doesn’t eliminate. VRR and ALLM are present as well. VRR helps keep the picture tear-free when a game’s frame rate changes. ALLM automatically switches the TV into game mode, so you don’t have to go into the menu each time. VRR works from 48 to 240 Hz, with the highest refresh rate available in Full HD. Xbox users can also play in Dolby Vision at 120 Hz. Importantly, that format does not cause significant input lag here. The Game Bar also looks great. It’s clear and attractive, and lets you quickly check what signal the TV is receiving. Handy gaming settings are close to hand too, including shadow brightening. If it’s hard to spot an opponent in a dark game, you can improve visibility without digging through the whole menu.

Our biggest complaint is HGiG. Hisense keeps doing its own tone mapping, which makes setting up HDR on the console confusing. You adjust the checkerboard pattern, and the TV continually alters its appearance. As a result, the point at which the pattern disappears does not correctly indicate the display’s brightness limit, and it’s easy to set the value too high. For this model it’s better to set the target HDR brightness on the console to around 900 to 1000 nits, rather than rely on the configurator.