[Alpha Biz= Kim Jisun] Chinese home appliance maker TCL, which has been rapidly expanding its share of the global TV market, is facing controversy over alleged misleading advertising related to its newly launched entry-level RGB TV.
According to a recent report released by global market research firm Omdia on January 1, TCL’s budget RGB Mini LED TV model, the “Q9M,” does not include a red (R) chip. Instead, the product reportedly uses only two blue (B) chips and one green (G) chip, despite being marketed as an RGB TV.
RGB TVs are designed to independently control red, green, and blue backlights, enabling superior color reproduction and brightness compared to conventional white LED-based TVs. As such, RGB technology is widely regarded as a next-generation premium TV segment, in which Samsung Electronics and LG Electronics are also actively competing.
Industry observers believe TCL excluded the red chip primarily to reduce production costs, as red chips are significantly more expensive than blue or green ones. However, controversy has emerged because the company continues to market the product as an “RGB Mini LED TV” despite the absence of a red chip.
This is not the first time TCL has faced such criticism. In the past, the company was accused of marketing so-called “Quantum Dot OLED TVs” despite lacking core OLED technology.
Performance and pricing have also come under scrutiny. TCL’s flagship RGB Mini LED TV reportedly features approximately 8,736 local dimming zones, while the entry-level Q9M model offers only about 2,160 zones—roughly one quarter of the flagship level and comparable to or even fewer than standard mini LED TVs, which typically have between 2,000 and 3,000 zones.
Local dimming technology enhances picture quality by independently controlling brightness across different areas of the screen. Fewer zones generally result in weaker contrast and reduced image quality.
Despite these limitations, the 85-inch Q9M model is priced at USD 1,680, making it more expensive than many conventional mini LED TVs currently on the market.
Industry insiders suggest TCL’s aggressive marketing strategy may be aimed at gaining visibility ahead of CES 2026, the world’s largest consumer electronics and IT exhibition. Samsung Electronics and LG Electronics are both expected to showcase their latest premium RGB TV technologies at the event, which opens on January 6.
알파경제 Kim Jisun (stockmk2020@alphabiz.co.kr)
