Comcast to Launch Branded ‘XClass TV’ Models Made by China’s Hisense

Comcast is getting into the television business. The media giant has quietly began laying the groundwork for the rollout of a line of broadband branded high-definition televisions manufactured by China’s Hisense.

Dubbed “XClass TV,” the initial units come in 43-inch and 50-inch screen sizes powered by the cable giant’s X1 operating system with ultra high-definition (UHD) picture resolution — relatively small in today’s mega-screen market — according to the device’s landing page.

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“XClass TV smart TV that brings all your favorite apps, live channels, and On Demand movies and shows together in one place. XClass TV works gives you thousands of free movies, shows, music and more,” reads the the page.

While there has been no official announcement, Comcast is following in the footsteps of Roku, which was the first U.S. streaming media company to partner with Chinese manufacturers launching branded televisions. Amazon just announced the launch of its own line of branded self-manufactured TVs.

Previous media reports say Comcast would market the XClass TVs through Walmart. Regardless, the move is noteworthy considering the TVs would be marketed to consumers outside Comcast’s pay-TV.

“We’re looking at smart TVs on a global basis, and we’re wondering: Can we bring our tech stack, or certain capabilities in aggregation, to consumers who are relying more and more on smart TVs?,” Comcast Chairman Brian Roberts told an investor group in 2020.

Indeed, in addition to a free year subscription to Peacock, the televisions come equipped with myriad third-party apps (Netflix, Hulu, Prime Video, Disney+, HBO Max, Showtime and Paramount+) preloaded, plus free movies through NBCUniversal-owned Vudu, and ad-free FAST platforms Xumo, Pluto TV and Tubi.

The TVs will also have access to music, playlists, and podcasts from Spotify, Pandora, Amazon Music, in addition to live broadcasts from iHeart Radio.

The XClass TV will include access to Premier League soccer from the U.K. on Peacock and Spain’s La Liga, and the PGA Tour on Xumo. Plus, access to highlight reels and must-watch moments on YouTube.

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