October 2026 ertonline.co.uk


For retailers, this presents an opportunity to talk customers through the benefits of better picture processing and display technology, rather than focusing solely on screen size.


The bigger picture For UK retailers, TCL’s presentation at IFA offered plenty to consider.


The X11L demonstrates the company’s ambitions at the premium end of the market, while the C8L and C7L show how SQD-Mini LED technology is reaching a broader selection of customers.


Add in the continued development of Google And with TCL continuing to expand its


presence in the television market, the brand is becoming increasingly difficult to overlook. During his presentation, Mr Sun pointed


to the company’s position in the global television industry, highlighting its leadership in Mini LED and its growing presence in major international markets. According to Omdia figures cited by TCL, the


company ranked among the world’s top two TV manufacturers by shipments in 2025, while maintaining its number-one position globally for Mini LED TV shipments. “These aren’t just numbers,” Mr Sun told the audience, suggesting that the figures reflected the company’s ability to deliver products and experiences that encourage customers to return to the brand.


TVs that talk back But IFA was not just about brighter screens and more dimming zones. During his presentation, Mr Sun repeatedly


returned to the idea that artificial intelligence should have a practical purpose, making technology easier to use rather than simply adding another complicated feature. TCL’s wider rollout of Gemini for Google TV is an example of that approach. Now extending into European markets including the UK, Gemini introduces more conversational interaction with the television, allowing users to discover content and receive recommendations through natural-language requests.


Instead of navigating through multiple menus or scrolling endlessly through streaming services, the aim is to make finding something to watch a much simpler process.


It is part of TCL’s ambition to transform the television from a passive display into a more personalised entertainment hub. Mr Sun described the manufacturer’s wider


approach as being about AI that works in everyday life rather than remaining something confined to the laboratory.


And when it comes to the television, that means using intelligence to simplify the viewing experience while allowing the technology behind the screen to do much of the hard work. At IFA, TCL also brought together industry experts, including Hollywood colourist Natasha Leonnet and Google TV Product Lead Fahad Durrani, to discuss how larger televisions are changing expectations around picture quality and home entertainment. As screen sizes increase, weaknesses in


colour reproduction, contrast and processing can become more noticeable. It is an issue that places greater importance on the technology behind the display, rather than simply its dimensions.


TV, AI-powered content discovery and Bang & Olufsen audio, and TCL is building a proposition that goes well beyond offering large screens at competitive prices.


Perhaps most importantly, there is a growing


emphasis on giving consumers a reason to trade up, whether that means a bigger television, improved picture quality or a more complete home entertainment experience. As Mr Sun explained at the beginning of his presentation, TCL’s goal is to make technology work in a way that makes life “a little bit easier”.


And while the company had plenty of other connected products to show off


in Berlin, it


was the television that provided perhaps the strongest example of that thinking. After all, for consumers sitting down at the end of the day, the technology behind the screen matters far less than what they see on it. And TCL is clearly determined to make that picture as impressive as possible.


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