The market of TV industry is dominated by a few number of big players like LG, Sony, Samsung and Panasonic. These dominant brands are continually competing for control with a determination of smooth and gleaming boards which get brighter and slimmer with each passing year.

Toshiba isn’t a name that people instantly consider while opting a TV, but the company is striving to change the perception with its new range of 2017 televisions, which features the company’s first ever OLED.

Toshiba’s 65-inch X97 series or 65X9763DA to be more specific, sits at the top of the company’s 2017 TV lineup. There’s just one size of TV available, 65-inches, which makes sense given that, this dimensions are reportedly most profitable for manufacturers.

The set is capable of flaunting 10-bit color (the depth of color found in the HDR10 standard), 99% of the DCI-P3 color space, and impressively the company is also promising that it has a response time of less than 1ms, which is no less than heaven for gamers.

But here is a bad news too. Despite offering the same color depth of the HDR10 standard, the set does not support HDR. Toshiba assures that the feature will be included in the 2018 range, but for now the feature is absent.

Talking about operating system of set, Toshiba hasn’t clear queries regarding operating system but it is expected that the set would run on Toshiba’s own smart portal. So at the moment, its bit early to estimate how widely it will support different applications.

Let’s address the elephant in the room. Despite Toshiba positioning the X97 as an OLED ‘value option’, the company hasn’t yet confirmed exactly how much the set will retail for

Finally, an affordable OLED?

The company hasn’t yet confirmed about the retail of set. However, the price of set will play a key role for customers to decide the deal. Toshiba can hit the well-known TV brands if their OLED ends up being significantly cheaper than the cheapest OLED available in market. Of course, Toshiba will have to focus so heavily on making their sets the budget TVs to compete. As obviously, we’re going to see pricing before we can establish whether they’re worth the compromises that entails.

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