TCL is joining Hisense in taking on Samsung’s iconic gallery TV The Frame with its own variation on the theme, with a new mode that’s both more affordable and better quality.
The TV in question is the iFFALCON Mural, and much like The Frame it’s designed to look like a picture frame and be hung on a wall, so it can show digital artworks when it’s not being used to watch TV shows and movies. This art will include various “classical masterpieces” available in the TV’s art store, as well as user-created “generative art”, which is built by AI algorithms in response to prompts. It can also display personal photos, the company said.
In case you’re wondering, iFFALCON is a TCL sub-brand and it’s known for building more affordable products than its parent company, which perhaps explain why the Mural TV is very competitively priced.
For instance, the 65-inch version of the Mural TV is selling for just $749 (around £550) in the U.S., where it’s on sale now. That’s a lot cheaper than the equivalent size edition of Samsung’s 2025 The Frame TV, which currently sells for $1,499. There’s also a 55-inch model, priced at just $565, and a 75-inch version, which will cost you $1,129. Those two are also considerably cheaper than Samsung’s model.
But it’s not just the price of the IFFALCON Mural TV that’s compelling – it’s also pretty damn good, with higher specifications than the standard version of The Frame. As the company explains, it features a 4K UHD QLED panel that covers 93% of the DCI-P3 colour gamut, with a 144Hz refresh rate and support for AMD FreeSync Premium, making it suitable for fast-paced gaming. That’s similar to the panel found on the regular version of The Frame, though the latter model only has a 120Hz refresh rate.
To get a superior panel, you’d need to purchase Samsung’s new The Frame Pro TV, which is the first in its gallery series to feature a Mini-LED display, but comes at an even higher cost.
The Mural TV also supports all of the key HDR formats, including Dolby Vision IQ, HDR10+, regular HDR10, HLG and HGIG. Of course, Samsung’s TVs don’t support Dolby Vision at all.
Elsewhere, there’s Dolby Atmos and DTS:X surround sound, and it runs the Google TV operating system, so you’ve got all of the major streaming apps.
Although the Mural TV does beat The Frame on a few specifications, it must be pointed out that Samsung has the best art store in the business, having signed exclusive deals with dozens of world famous art galleries to get its hands on works that can't be had anywhere else.
It seems like a tempting option for anyone who feels the need for a decorative art piece that doubles as a TV but it’s not the only one. Earlier this year, Hisense debuted the S7N Canvas TV, an upgrade to the original E7N Canvas TV that was launched one year ago, but it does still cost more than the Mural, with the only available option being a 55-inch model, priced at £899 (around $1,210).
