By Avi Greengart
In 2023, TCL chose to push quantum dot and gaming features down its line but leave miniLED backlighting only on its higher-end QM8 line. At launch it was a strong value with great contrast and color for less than bigger brands. In 2024, prices have come down further and new TCL models have been announced, but the QM8 will remain on the market for a while -- and it's now a bargain.
Introduction
In the U.S., TCL is best known for its televisions, but it is actually one of the largest consumer electronics conglomerates in the world. TCL runs its own factories and invests tens of billions of dollars in building its own display panel fabs in China. TCL's mobile division sells Alcatel and TCL branded featurephones, smartphones, tablets, modems, and more. The parent company also makes washing machines, refrigerators, and consumer IoT devices that are primarily sold in Asia.
All that said, in the U.S., TCL really is primarily a television company, and it has grown at the expense of larger, better-known brands by following two simple strategies: maximizing the initially small budget it had for marketing, and providing a lot of value to consumers. As TCL’s panels grew in size – and the company moved slightly upmarket at retail – TCL paid up for the ultimate U.S. sports marketing rights: it is now the official TV of the NFL.
Sports may move the marketing needle, but gaming and streaming drive higher-priced TV sales. For 2023, TCL moved desirable gaming features and quantum dot color down into lower priced tiers, while reserving miniLED backlight technology for its higher end QM8 line. The QM8 starts at 55” but doesn’t stop at 75” or even 85” — you can get an absolutely enormous 98” miniLED QM8. Pricing on the QM8 line started out reasonably, with the 65” at $1300 and the 98” only $5,000, but holiday sales and time have pushed those prices down significantly. The 65” that TCL sent over is now $1,000, and the 98” monster is just $4,000.
Unboxing and First Impressions
The first thing I noticed when unboxing the TCL QM8 was the attention paid to the rear of the set. Typically, mainstream consumer televisions look clean on the front, but the back has multiple different scalloped segments, with exposed screws, lots of cheap plastic, and a cramped input area on one side. The QM8 will almost certainly end up on a wall mount or sitting on furniture close to the wall, but on the off chance that it will be placed in the middle of the room, TCL took the time to make the rear of the QM8 presentable. The whole back area is a sculpted curve, with port areas covered up, and an attractive bass speaker in the center. Other than the speaker, it doesn’t cost TCL much to do this, it’s more a matter of priorities: the attention to detail on the back is one way that TCL is pushing this set past budget value segments and towards more premium value buyers.
TCL licenses operating systems from Amazon, Roku, and Google; this set is an Android TV version. Android TV OS 11 is functional, with all the apps you’d expect, plus a reasonable amount of Google integration with YouTube, any content you’ve purchased from Google, and home control. It is not as straightforward an interface as Roku or as theatrical as Fire TV, but navigating the interface on the QM8 was responsive. That's good, because TCL does not note which MediaTek chip it uses in the QM8 -- or even acknowledge that it is using one (it is). In contrast, Sony boasts that its (admittedly more expensive) Bravia Mini LED TVs use premium MediaTek chips for better upscaling. At least whatever TCL is using in the QM8 doesn't hold it back from responsive day to day use.
The QM8’s remote control is long and rounded. It fits nicely in your hand and is straightforward to use, but it is not backlit, the buttons are not overly differentiated by shape, and only the power, channel up/down, and volume up/down buttons have raised indicators to feel for. Like most TVs today – and all budget brands – TCL sells one-touch placement buttons on the remote to streaming channels. Netflix, Prime Video, YouTube, and Apple TV are joined by TCL’s own TCL TV+ channel – ad-supported streaming linear TV, and TCL Home – a quick settings bar with its own login. TCL is hardly alone in trying to build an ad business around its TVs, but at least for the programming I watched, TCL doesn’t have a large advertising base just yet – each ad break repeated the same spots multiple times.
Performance
The QM8 is one of the first televisions I’ve had in for review that didn’t immediately make me turn to the Sonos Arc soundbar I have on my test stand. That doesn’t mean that I left the soundbar off – this is still not especially rich or directional sound, music is a bit flat and dialog could certainly be clearer. The "ULTRA-BASS" branding on the rear speaker is aspirational. However, you can get reasonably loud and clear audio out of the QM8’s internal speaker array, and that isn’t always the case even at this price point. If you plan on using this for news, cooking shows, and sports, you should be able to get away without an external audio solution.
TCL is pushing gaming features down even into its budget line, but it certainly doesn’t stop there, and the QM8 is a great match for 5th generation game consoles from Sony and Microsoft. It also makes a reasonable PC gaming monitor, if by reasonable you mean absolutely enormous. The set has a dedicated low latency gaming mode, supports variable refresh rate, and will let you play games at 4K 144Hz or 1080 at 240Hz. There are also modes that smooth motion even further (great for gaming, turn them off for content, please).
I’ve saved the best for last: picture quality. If you are sitting on-axis, the QM8’s miniLED backlight array and quantum dot color combine to create compelling images that approach OLED contrast with even brighter HDR (High Dynamic Range) highlights. This is a superb TV for rooms with large picture windows and equally good in a dark room watching prestige TV in Dolby Vision. The QM8 hits peak HDR near 2000 nits and supports every HDR format (unlike Samsung) including HDR10, HDR10+, HLG, and Dolby Vision. Dolby Vision IQ is included, which auto-adjusts to account for room lighting; I found it somewhat unpredictable and turned it off, preferring Dolby Vision Bright or Dark depending on room conditions.
The title sequence for Foundation on Apple TV+ is a great way to show off Dolby Vision high dynamic range (there are several concentrated lights), wide color gamut (the shifting color beads), contrast, and resolution (the crisp narrow font on top of all the rest). Shadow detail in Fallout on Amazon Prime is excellent, and all the over-the-top gore pops against the muted color tones of the wasteland. The “Family Madrigal” introductory song in Disney’s Encanto is essentially a color saturation torture test – and the QM8 passes with [sorry for the pun] flying colors. If you want to see just how bright the HDR can get on the QM8, you can’t do much better than the opening sequence in Disney’s Encanto – until you get to the “Waiting on a Miracle” number, which could have been animated by Dolby itself as Dolby Vision demo. The QM8 can also do atmospheric, moody content with accurate skin tones.
Like all LCD displays, when sitting off to the side, brightness and color varies significantly; in that situation, or if you simply want the best possible contrast and color reproduction, an OLED is worth paying for. I also wish that the glass was a bit less reflective; the QM8 can go super-bright and outshine reflections from room lamps and windows, but muting those room highlights would still make for easier watching.
Comparisons and Conclusion
I have an LG C2 OLED one room over in my main theater area, and if you don’t have an OLED nearby for direct comparison, you’re unlikely to notice a big drop-off in picture quality with the QM8 even on scenes with white text on dark backgrounds, HDR reflections, or animation with wide color gamut. You probably also won’t notice the technically wider color range that the best OLEDs can produce, at least not on normal program material. However, you will notice about $1,000 more in your wallet.
The TCL QM8 2023 is not as bright as the 2024 models are going to be, nor is it an OLED for the ultimate in contrast and off-axis viewing. But when compared to similar miniLED TVs from Samsung and LG, it offers superb performance at a lower price. This value proposition becomes even stronger when you get to larger sizes, topping out at a projector-like 98” for 2023, and still highly competitive in 2024.
Disclosure: TCL sent over a 65" QM8 4KTV for review but HomeTheaterView has no financial relationship with TCL and does not accept affiliate payments. A market analysis version of this review was published at Techsponential. HomeTheaterView is a Techsponential company; Techsponential has done limited consulting work for TCL's mobile group in the past.