The Toshiba TV brand is back with a new flagship full-array 4K LED-LCD TV series marketed by Amazon for value-focused Fire TV enthusiasts.

The once prominent Japan-based TV manufacturer, which is now licensed under the control of China-based TV maker Hisense, introduced Monday the availability of its new flagship M550KU 4K LED-LCD TV line incorporating Amazon’s Fire TV smart TV operating system.

The Toshiba M550KU series will be available for purchase this month at Best Buy stores and on Amazon offering three model SKUs — 55-inch ($799.99 suggested retail,$649.99 street price), 65-inch ($999.99), and 75-inch ($1,199.99).

In addition to running the Fire TV streaming platform and user interface, the series supports Dolby Atmos surround sound, HDR10, HDR10+ and Dolby Vision high dynamic range and a bezel-less full-screen design.

Other features include a 120Hz native refresh rate LCD panel, Motion Rate 240 to 480 (depending on the screen size) smooth motion processing, 4 HDMI 2.0b (one with ARC support) inputs, and Apple AirPlay screen mirroring support.

Amazon said it’s also the first Fire TV with local dimming in up to 48 zones (depending on the model) for wide contrast performance and color adjustment.

As a Fire TV smart TV, the Toshiba M550 series offers built-in Alexa hands-free voice control to easily access endless streaming and content options.

Other features include a sleek, thinner bezel and twice the flash memory (16 GB) of previous generation models. Also offered is a Live View Picture-in-Picture function, which allows viewers to see a live feed from a compatible video doorbell or other compatible security cameras inset in the main picture on screen.

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“Our goal is to work with world-class TV brands to make entertainment more intuitive and engaging for customers,” stated Daniel Rausch, Amazon Entertainment Devices and Service VP. “We’re excited to see Toshiba invest in a flagship TV that combines great picture quality and Fire TV’s best-in-class entertainment with hands-free Alexa.”

The M550KU series is based on the Toshiba Regza 4K video processing engine.

Toshiba’s proprietary Regza Engine 4K enhances 4K resolution color and contrast with Ultra Essential PQ Technology and Dolby Vision HDR. It is also the first Fire TV smart TV with local dimming in up to 48 zones for color adjustment in dark environments. The 120HZ native panel and motion smoothing helps to support Auto Low Latency Mode for gaming, creating smooth, fluid movement from fast-action content. DTS Virtual:X creates an audio atmosphere that envelopes the listener in sound for a an immersive experience, the company said.

Toshiba said the M550KU series was designed with an emphasis on style and sleekness. The bezel-less “Full Screen” design provides a much wider viewing experience so customers can maximize content on their TVs, while Dolby Atmos and Dolby Vision enhance the sight and sound experience.

With the Fire TV experience built-in and Alexa hands-free control, customers can easily access streaming a host of apps and content options on one central home screen. A sleek, thinner bezel and twice the flash memory (16 GB) over the previous generation, plus elevated screen brightness and color accuracy elevates contrast for a dynamic TV viewing experience.

The TVs embedded microphones help customers use their voice to launch apps, search for titles, play music, switch inputs, control smart home devices, and leverage other interactive services.

The M550KU series will join 2021 Toshiba 4K Fire TV models previously introduced under the C350-Series, now on Amazon and at Best Buy in the 43-inch ($369.99 suggested retail, $289.99 street retail), 50-inch ($469.99), 55-inch ($519.99 suggested, $389.99 street), 65-inch ($719.99 suggested retail, $529.99 street) and 75-inch ($999.99 suggested, $749.99 street) screen sizes. The brand also offers through Best Buy and Amazon the Toshiba entry V-Series HD Smart Fire TV series in 32-inch ($229.99 suggested retail) and 43-inch ($319.99 suggested, $239.99 street) screen sizes.

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By Greg Tarr

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