Review: TCL NXTFRAME A300 Pro

TCL has been hinting that this new design model was on the way for some time, dating back to the first prototypes called TCL Art TV shown at trade shows a few years ago. Now the official version called NXTFRAME is finally in stores, and there’s no hiding which popular TV it’s meant to emulate: Samsung The Frame.

Samsung has long had a ‘monopoly’ on this type of design TV, but now TCL obviously thinks enough is enough! The name, concept and look are very similar to the competition, right down to the interchangeable frames in different colours.

TCL NXTFrame

The NXTFrame A300 is available in screen sizes of 55, 65 and 75 inches. And if you opt for the more lavish Pro version, which we’ve tested, you also get a beautiful soundbar with wireless subwoofer developed in collaboration with Bang & Olufsen.

When we unpack the TCL monitor, there’s no doubt that the similarities with the competition are striking. The TCL monitor has a slim, flat and straight design that allows it to be hung close to the wall. Like Samsung, a customised wall mount is included in the box. However, unlike Samsung, TCL doesn’t have a universal mount for VESA mounts, so it can be difficult to use with other wall mounts.

The monitor itself has a white frame, but TCL has also been kind enough to include a set of bezels in the box. This is something Samsung charges extra for.

Wall bracket and frame included – but not table stand

The frames included with the TCL are made of plastic and aluminium in a light wood colour and attach to the screen using magnets. We think the fit is relatively good and comparable to The Frame.

What is oddly NOT included are feet to place the TCL monitor on the table. You’ll need to buy these as an option, either in the form of two adjustable height feet or a stylish floor stand with wheels.

TCL probably expects most buyers to mount the TV directly on the wall right away. However, in our experience, it’s convenient to be able to place the TV screen safely on a TV stand sooner or later. Samsung has taken this into account by including both table and wall mounts in the box.

Ease of use and features

Another key difference between the two competitors is the audio and video connections. On the NXTFRAME, all inputs and outputs are located in the TV screen itself, unlike Samsung’s separate ‘One Connect’ box.

It’s actually quite impressive that TCL has managed to integrate both connections and power into such a sleek TV. However, this can be both an advantage and a disadvantage depending on how you choose to mount the screen. You have to be a little careful to avoid cable clutter.

NXTFRAME’s on-screen menu is based on the familiar Google TV that we’re used to seeing on other TCL models. The Google system is considered one of the most user-friendly variants as it offers a wide range of apps.

Format support is good and TCL excels in supporting a wide range of video formats, including HDR10+ and Dolby Vision HDR, as well as Dolby Atmos on the audio side. Samsung does not support Dolby Vision, relying instead on its own image processing.

TCL has four HDMI inputs, two of which are 2.1. Samsung offers 2.1 and 4K/120HZ on all four inputs.

Dedicated art gallery with AI-created art

When it comes to specific features for NXTFRAME, the most important app is ART GALLERY. TCL does not have its own art subscription like Samsung, but offers a free selection of images. In addition, you can select so-called ‘AI-generated’ images.

The images are then retrieved by entering specific wishes based on different themes and moods. Based on the information you enter, the TV will then suggest a suitable image to display when the screen is in standby or pause mode.

We don’t know if the images are created by the AI from scratch or if there is an existing archive of images, but it works pretty well anyway. We’ve had a lot of good suggestions through the service. We like that it’s possible to choose from a wide range of colourful and atmospheric images without paying for them. In addition, it is of course possible to show your own private photos.

Picture quality

The TCL TV is equipped with a 4K LCD panel with a ‘QLED’ colour filter for a wider colour spectrum. Image processing is handled by an ‘AIPQ Pro’ video processor. The screen frequency goes all the way up to 4K/120Hz and 144Hz, which is favourable for both motion and gaming.

Like Samsung, TCL has opted for a matte finish on this monitor, and while it doesn’t look as ‘super matte’ as The Frame, it’s not bothered by reflections.

The first impression is that the TCL screen delivers a crisp and clear image with good and nuanced colour reproduction. The screen is relatively bright and the lighting is evenly distributed – if you sit directly in front of the screen.

In other words, the TCL TV will be suitable for general TV entertainment, but when we take a closer (art-critical?) look, we also discover some weaknesses.

The viewing angle is a typical disadvantage of LCD monitors, which becomes very apparent on this model. Colours and contrast become noticeably paler and more ‘washed out’ when viewed from the side.

Limited contrast

It’s also worth noting that TCL NXTFRAME – like Samsung – uses a panel with a so-called ‘Edge LED’ backlight. This in turn affects the image quality you can expect.

TCL is known for its advanced MiniLED displays with thousands of dimming zones and dazzlingly strong contrast, but on this model they have chosen a more conventional variant without local dimming, presumably to save space.

The contrast is therefore in the centre of the field and cannot be compared to OLED or MiniLED in terms of dynamics or depth perception. In combination with the matt screen surface, the image can be perceived as a bit flat and unengaging.

These limitations probably won’t come as a shock to experienced TV viewers, but are nevertheless worth mentioning. Because although the difference isn’t that big in normal TV viewing, it’s very apparent when we switch to more demanding HDR (High Dynamic Range) material.

Such scenes place extra high demands on the contrast and brightness of the display. And since NXTFRAME is only around 330 nits and has no local dimming, there’s no real sparkle in the bright areas. You might miss out on the party and fireworks.

This is a limitation shared with Samsung The Frame, by the way. It’s worth noting that both Samsung and TCL have significantly more ‘HDR-capable’ TVs in their range, such as the TCL MQLED85 and Samsung QN85D.

Not as good at colours

Of course, this is primarily a comparison with The Frame, and here TCL delivers more in line with its Korean competitor. However, we found that The Frame has some visible advantages in some cases.

When comparing the two screens side by side, it’s clear that the Samsung has slightly better contrast, a more nuanced colour reproduction, but also an overall sharper image. Tiny details and contours in faces and other objects don’t come out as well on the NXTFRAME, especially when the action is in motion. Also, in many cases, the image seems a little too dark.

TCL offers several different picture modes, such as Standard, Dynamic, Cinema and Filmmaker Mode, and automatically switches to, for example, Dolby Vision HDR when appropriate. But the one called Standard is oddly enough a kind of eco mode with limited brightness.

We also found that the Film mode tended to drown out the darkest details. This could easily be solved by adjusting the brightness up a few notches, but strictly speaking it shouldn’t be necessary. We would therefore like to see a more optimal universal setting for varied use, such as Samsung’s adaptive mode.

Sound quality

On the audio side, NXTFRAME comes in two different variants: A300 is the standard model with built-in speakers. We tested the upgraded version A300 Pro, which has an upgraded sound system – made in collaboration with Bang & Olufsen.

The soundbar that comes with the A300 Pro model has 3.1.2 channels with a total of 9 speakers and a slim separate subwoofer. They come in white and have a shape that fits well with the TV.

The sound is definitely better than the average TV out there and on par with what we expect from today’s soundbars. The voice reproduction is clear and crisp with a warm and rich tonal balance that gives a good experience of both music and sound effects. There’s also good resolution in the treble, which contributes to an airy and pleasant soundstage that’s impressively wide for its size. The wireless subwoofer adds extra foundation and more punch to the bass rhythms.

Overall, this solution actually sounds excellent, even if it’s not quite on par with the very best entry-level soundbars, such as the popular Sonos Beam. But when we take into account the price difference between the regular A300 and the A300 Pro, it’s actually a very nice price to pay for a soundbar with a subwoofer.

Conclusion

The NXTFRAME is the latest design TV from TCL, and given the popularity of the model it’s up against, it’s natural to have high expectations. First impressions are good: the design and build quality are great. We like that TCL includes a wall mount and a stylish frame in the box – but we’re a little surprised that there are no feet included.

If you opt for the Pro model, you get a stylish audio solution in a matching design that also sounds impressive for its size.

But to outperform a competitor like The Frame, you either need to be significantly cheaper or better in some areas. And this is where NXTFRAME falls short on all counts. The picture quality still has some way to go before it can match The Frame. And while TCL has created a nifty free picture feature, it’s no match for Samsung’s sophisticated art selection – even if this comes at an extra cost.

Remember, Samsung has had years to develop and refine its concept, while this is only TCL’s first appearance. In that respect, the NXTFrame is a promising product and it will be exciting to follow its further development. For example, it would be particularly exciting to see an NXTFRAME with MiniLED technology within the frame…