Cello iViewer review

Sold exclusively through Marks & Spencer, Cello's iViewer offers little in the way of visual thrills Tested at £500.00

What Hi-Fi? Verdict

A properly mediocre TV is a rare thing in the modern market. Here’s one


  • +

    Built-in iPlayer service, plus other online features


  • -

    Everything else

Why you can trust What Hi-Fi? Our expert team reviews products in dedicated test rooms, to help you make the best choice for your budget. Find out more about how we test.

To paraphrase that famous advertising campaign, this isn't just a television – it's a Marks and Spencer television.

A clever one, too: the iViewer (made by Cello, and sold exclusively through M&S) is a web-friendly 32in design, so show it a decent broadband supply, via ethernet or an optional wi-fi dongle, and you'll soon be streaming video from the iPlayer, YouTube and selected online ‘channels', including that of our sister magazine, Autocar.

As of June, it'll add Sky Player support: in the meantime, DLNA compatibility means you can share content with a suitable PC on your network.

So far, so flexible. But the iViewer's picture and sound quality swiftly undermine its appeal. Pictures suffer from a permanent drizzle of noise regardless of source.

Smearing and stability issues
Motion has smearing and some stability issues, and even when watching the iPlayer on the highest-performance mode through a wired, high-speed broadband connection, images suffer from blocking and, on occasion, very poor lip-sync.

Of course, online content can often look poor on a TV screen. The problem is that the iViewer's fundamentals – its screen, scaling and video processing – simply aren't good enough.

If you've got a flat TV and simply want to upgrade it to online viewing, add a Sony BDP-S370 Blu-ray deck instead: it'll do a much better job.

See all our TV Best Buys

Follow whathifi.com on Twitter

What Hi-Fi?

What Hi-Fi?, founded in 1976, is the world's leading independent guide to buying and owning hi-fi and home entertainment products. Our comprehensive tests help you buy the very best for your money, with our advice sections giving you step-by-step information on how to get even more from your music and movies. Everything is tested by our dedicated team of in-house reviewers in our custom-built test rooms in London, Reading and Bath. Our coveted five-star rating and Awards are recognised all over the world as the ultimate seal of approval, so you can buy with absolute confidence.

Read more about how we test