Katarzyna Petru
TCL North America officially presented the QM9K series – its latest and most advanced miniLED LCD televisions. This corresponds to the C9K model, which previously entered the European market, but in a variant adapted to the requirements and standards in the USA. Both models use the new WHVA panel, which not only provides noticeably wider viewing angles but also slimmer bezels, making the screen appear even more modern and elegant. The premiere took place at the CEDIA Expo 2025 – an event that is considered the most important venue for showcasing technological innovations in the home cinema industry.
Record brightness and 6000 dimming zones
The strongest point of the QM9K specification is undoubtedly the miniLED backlighting, which has been developed specifically for 2025. The television achieves up to 6500 nits of peak brightness, giving it a leading position among LCD televisions and allowing for comfortable viewing even in very sunlit rooms. In the largest 98-inch variant, there are as many as 6000 local dimming zones – 57% more than in the previous QM8K model. As a result, contrast, black reproduction, and HDR precision are at a level that was unachievable for conventional LCD televisions just a few years ago. TCL emphasises that such parameters allow it to compete not only with OLEDs but even with the latest QD-OLEDs in terms of brightness.
Sound from Bang & Olufsen and a full suite of features
QM9K is not only about the picture but also the sound. TCL has decided to collaborate with Bang & Olufsen – one of the most prestigious brands in the audio world. As a result, the Dolby Atmos system built into the television is designed to provide spatial and powerful sound without the need to invest immediately in a soundbar. Interestingly, the television also supports Apple AirPlay 2 and Google Cast, allowing users to wirelessly stream content from their smartphone or laptop. The list also includes WiFi 6, Bluetooth 5.4, and an ATSC 3.0 tuner, which is the new standard for terrestrial television in the USA. It’s a set of features that makes the QM9K ready for both 4K HDR streaming and future-proof broadcast solutions.
The first television with Gemini AI and Ambient Display
The biggest novelty of the QM9K is the integration with Gemini – a new AI assistant from Google, which has just debuted in TCL televisions. Thanks to the built-in long-range microphone and presence sensor, the television can operate in Ambient Display mode: it wakes up when someone enters the room, displays dynamic screen savers, or responds to voice questions. Gemini understands context and can conduct more natural conversations than the previous Google Assistant. For example, you can ask about the weather forecast, and then follow up about whether it will rain in a specific city tomorrow – without the need to repeat the entire question. This level of interaction has so far been reserved for smartphones or smart speakers.
Competition only in 2026
Interestingly, TCL was the first to introduce Gemini to televisions, ahead of the competition. Sony and Hisense also plan to bring this technology to their models, but only in 2026. This means that for at least a year, TCL will be the only manufacturer offering a television with Gemini AI included. This not only gives the brand a marketing edge but also allows it to gather user feedback and further refine the AI integration. The market for smart assistants in televisions is rapidly developing – alongside Gemini, there will be an improved Bixby from Samsung, Alexa+ in Fire TV, and the new Siri for Apple TV – but it is TCL that is leading this race.
Availability and Sizes
The QM9K series will go on sale in September at Best Buy and selected stores in the USA. There will be four options to choose from: 65, 75, 85, and a gigantic 98 inches. So far, the manufacturer has not disclosed prices, but it can be expected that they will be significantly higher than the QM8K – after all, this is the most advanced LCD television in TCL's history. The launch in the North American market shows that TCL aims to strengthen its position in the premium segment and challenge both LG and Samsung in the fight for customers seeking top-quality in a large format.
