TCL today announced what it’s calling the first 55-in., 4K UHD TV with a full color spectrum comparable to OLED TVs, but that will sell for one-third the price.

TCL said its new LCD flat-screen achieves the full possible range (known as “full gamut”) of color by using “quantum dot” technology that also allows the company to produce the TVs at a reduced cost compared with OLEDs.

“The combination of QD Vision’s quantum dot innovation, in-house, high-volume manufacturing operations… enables TCL to deliver full-gamut color TV models at LCD TV prices,” TCL said in a statement.

While China-based TCL, the third-largest maker of flat-screen TVs, stated its new 55-in. flat-screen model will retail for one-third the cost of similar OLED sets, it would not reveal what that suggested retail price will be or when the sets will be available. TCL plans to unveil the new 4K flat screens at the IFA consumer electronics show in Berlin next week.

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