TCL TV is looking to improve its audio and bring strength where it counts with a partnership with Bang & Olufsen, the best headphone maker.

With this new partnership, TCL will drop its previous audio brand, Onkyo, and sign a six-year deal with B&O of Denmark. The strategic partnership will officially begin in July 2024 and will allow TCL to further turn the tables on the market by taking on OLED TVs with its new QD-Mini-LED technology.

The Samsung The Frame lookalike, which TCL is calling the Nxtframe, or simply the A300, is the first design of the pair, which, according to FlatpanelsHD, will make its mark at this year's IFA in Berlin and will be available in Europe first. It is unclear when this new entry will be introduced to the market.

While the main appeal of similar The Frame models is their art and personalization, TCL's Nxtframe will make the biggest splash with its B&O co-designed soundbar and subwoofer. It also allows users to personalize the audio with Bang & Olufsen's BeoSonic software.

Pricing and availability were not yet determined at the time of this writing, and little is known about other features or specifications; Nxtframe has just been officially announced in China, and is expected to appear later this summer with similar products such as Hisense's CanvasTV and Roku's Backdrops mode It will be a new arrival.

Since TVs often have very limited built-in audio, it is advisable to buy the best soundbar available. Take, for example, the QM8 Mini-LED, one of TCL's best TVs of the year, which we gave 4 stars but gave a definite demerit for its mediocre sound.

A new partnership with Bang and Olufsen should give TCL a leg up on its already highly competitive and value priced products; how well Nxtrframe can compete with its competitors remains to be seen, but Tom's Guide will have a full review, a showdown to determine which of the art-centric TVs are truly museum-worthy, and other coverage in the future, so stay tuned.