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Philips' OLED 754 is a budget OLED with Alexa built in

Philips' budget OLED 754 is its first Alexa TV
(Image credit: Philips)

Philips used it global IFA 2019 announcement to reveal two new flagship OLED TVs with B&W Atmos speakers, but there is another new Philips TV that wasn't mentioned: the Philips OLED 754, available in 55in and 65in sizes.

As we've just learnt in a behind-closed-doors briefing, the OLED 754 is a new, affordable OLED model in the 2019 range. In fact, it could be the cheapest new OLED TV of the year. It launches in the UK (and other markets) next week with a target price of £1500 (for the 55in model), although rumour has it that the actual price could be even lower.

(Image credit: Future)

(Image credit: Future)

Unlike the majority of Philips' TVs, which are 'powered by Android' and 'Google Assistant compatible', the OLED 754 uses the Saphi smart platform and can be voice controlled via Alexa. A button on the remote launches the voice assistant, so you can speak into it to, for example, switch sources, open apps and ask questions. As the TV features Philips' Ambilight technology, a blueish (Alexa-coloured) glow shines around the TV during voice commands – pretty cool if you ask us.

Perhaps not surprising considering the low price, the OLED 754 sports a 2018 OLED panel and Philips' second-generation P5 picture processor as opposed to the just-announced third-gen chip. You do get the full flush of HDR10, HDR10+ and Dolby Vision support, however.

MORE: The best OLED TV deals: 55in, 65in, 77in

Becky is Hi-Fi and Audio editor of What Hi-Fi?, and has been part of the team for almost eight years, with her current position preceded by roles as a staff writer and news editor. During that time she has been fortunate enough to travel the world to report on the biggest and most exciting brands in hi-fi and consumer tech (and has had the jetlag and hangovers to remember them by). In her spare time, Becky can often be found running, watching horror movies and hunting for gluten-free cake.