Once known only for its famously easy to use streaming service and a few set top boxes and streaming sticks, Roku has today made its most aggressive move yet into the world of TV hardware by launching not one but two new ranges of OLED TVs. What’s more, just to make sure its move lands with the maximum industry impact, it’s revealed that it’s going to be selling its debut OLED TVs at prices well below the sort of level most established OLED brands will be able to compete with.

The ground-breaking new Roku TVs are the entry-level Pro Series OLEDs, and the step-up Pro Series LX OLEDs. Both series will be available in 55 and 65-inch screen sizes, with the Pro Series models costing $999 and $1,199, while the LX models start at $1,299. Prices which comfortably undercut many mid-range LCD TVs, never mind your typical OLED set.

Any OLED TV has an innate advantage over LCD TVs courtesy of the fact that every pixel in an OLED screen makes its own light and colour, rather than external backlighting having to be shared across large groups of pixels. Roku claims, though, that it isn’t just relying on OLED’s core self-emissive charms and aggressive pricing to make its debut OLED TVs attractive to AV fans.

Both series are, for instance, built around 120Hz panels rather than 60Hz, with the LX models increasing the frame rate support to 144Hz.

Further gaming-friendly features include support for variable refresh rates that extends to the AMD FreeSync Premium format, as well as automatic low-lag Game Mode switching when a game source is detected. Both sets will carry three HDMI 2.1 ports, too, one of which will support HDMI’s eARC feature for passing lossless object based sound out to compatible soundbars and AVRs.

Both of Roku’s new OLED series are 4K models, of course, with both offering support for the Dolby Vision high dynamic range format as well as the core HDR10 and HLG HDR formats. Pictures are delivered through Roku’s Smart Picture Max processor that claims to always maximize video playback to the screen’s capabilities.

When it comes to design, Roku’s new OLEDs feature ultra-thin metal bezels and sleek profiles, and ship with adjustable tool-free table-top stands that can be set to accommodate soundbars under the screen. The impressive design extends to the remote controls, too, which feature backlight buttons and customisable shortcuts in a bid to make them easier to use even in a dark environment.

Both Roku OLED series carry a Headphone Mode that lets you use Bluetooth to pair your favourite wireless headphones to the TV; both TVs support voice control for a streamlined smart experience; and both TVs are, of course, built around Roku’s smart TV system.

Aside from its high frame rate support, the main things that separate the step-up LX models from the core Pro Series of Roku OLED TV are their use of an extra polarizer in the screen that cuts room reflections, their ability to output almost double the brightness of the entry level model, and an enhanced remote that adds hands-free voice support and a rechargeable battery fed by an integrated USB-C port.

“OLED technology has been locked behind premium price tags, forcing many customers to choose between the display they want or a price that works for them,” says Chris Larson, Vice President, Retail Strategy, Roku. “We see a clear opportunity to change that equation. With the new Roku Pro Series OLED and LX OLED TVs, we’re removing that cost barrier and making a top-tier viewing experience genuinely accessible.”

The Roku Pro Series OLED TVs are available today exclusively from Amazon.com , with the Pro Series LX Roku’s set to be available from the beginning of October. For more information check out Roku’s U.S. TV website .

Roku Launches New Upgraded TV Range