LAS VEGAS – The Apex and Nuvision TV brands will mark their return to the U.S. market at 2015 International CES under the direction of TMax Digital.
Heading up TV sales is longtime industry executive Michael Troetti, TMax Digital TV and video accessories sales and marketing executive VP, who previously ran sales and marketing for Sharp and Coby Electronics.
Troetti said TMax Digital will maintain a clearly defined two-brand TV strategy, using Apex for more volume oriented HD and FullHD direct-backlit LED LCD TV products, and Nuvision, for higher value, larger screen step-up edge-lit LED LCD TVs with 4K Ultra HD resolution.
For Nuvision, TMax is looking to offer “affordable 4K” as a good alternative brand to regional chains, A/V specialty dealers and other accounts with directed selling floors, Troetti said. Nuvision will also be made available to custom installers as an option for second- and third-room applications.
“The brand will be priced at a reasonable level, without being the cheapest TV in the marketplace,” Troetti said, adding that the 65-inch model will like be found at retail in the $1,000 range (exact pricing will be determined later).
The line will include models with 42-, 50-, 55- and 65-inch screen sizes, all with 2160-by-3840 resolution edge-lit LED LCD screens, 120Hz refresh rates, and HDMI 2.0 inputs with MHL and HDCP 2.2 support. Decoding for HEVC H.265 codec decoding will be added to models later in the year, Troetti said.
In addition, Nuvision models in the 55- and 65-inch screen sizes will include RS-232 ports for easier systems networking set up.
Nuvision will not include built-in streaming features, allowing customers to select connected dongles or outboard media adapters to access streaming services, he said.
The first Nuvision TV deliveries are expected in March.
The Apex line of HD and FullHD direct LED TVs will be positioned for the mass market as a promotional TV line, according to Troetti. TMax will target the major retailers and key regional players.
Apex TV screen sizes will include 19, 24, 32, 40, 50 and 55 inches and 24 and 32 inches in TV/DVD combos. The 19- and 32-inch models and will be offered in 768p HD resolution, and the rest will be available in 1080p.
All will feature HDMI inputs and MHL support. The 50- and 55-inch models offer 120Hz refresh rates. None of the Apex models will have built-in streaming features. Shipping on the Apex lines begin in February.