Bulletins

Comcast launches XClass smart TV manufactured by Hisense

A first model made a cameo appearance on Walmart's website over the weekend.

Comcast XClass TV

Comcast's XClass TV, as revealed on Walmart's website.

Comcast

Comcast has launched its first smart TVs in the U.S.: The company officially announced the launch of two TV models manufactured by Hisense under the XClass TV brand Tuesday. Executives painted the launch as part of an ambitious expansion beyond the company's core cable footprint.

"We're thrilled to bring our award-winning entertainment experience to smart TVs nationwide and for the first time offer consumers inside and outside our service areas a simple way to navigate their live and on demand content, whether streaming or cable," said Comcast's chief business development officer, Sam Schwartz, in a news release.

The launch announcement was anything but a surprise: Protocol first reported last month the company's plans to launch XClass-branded smart TVs, and highlighted that a launch was imminent earlier this week. Retail partner Walmart had already listed one of the models Sunday night, revealing further details about the product.

Comcast is selling two XClass TV models, with screen sizes of 43 and 50 inches, via Walmart's website and retail stores. The description on Walmart's site underscored simplicity as a key value of the product. "XClass TV brings you all the joy of TV and none of the frustration," the listing reads in part. "XClassTV is lightning fast, effortless, and personalized for you — which means less waiting, less searching, and more joy."

XClass TVs will offer access to apps from Netflix YouTube, Hulu and Disney+, according to the product listing. "You're greeted by a home screen that puts the apps and services you love in one place," it reads in part. "Quickly pick up where you left off with your recently watched programs, plus get recommendations based on what you watch."

Walmart's site list a retail price of $298 for the 43-inch TV; the 50-inch model is being listed for $348. As previously reported by Protocol, Comcast is offering new XCLass TV buyers 12 months of free access to its Peacock Premium streaming service.

XClass isn't Comcast's only attempt to gain a foothold in the smart TV space. The company also launched a Sky Glass-branded smart TV in the U.K. earlier this month.

Update: This post was updated throughout following Comcast's official announcement on Oct. 19.

Janko Roettgers

Janko Roettgers (Twitter, Mastodon) used to be a senior reporter at Protocol, reporting on the shifting power dynamics between tech, media, and entertainment, including the impact of new technologies. Previously, Janko was Variety's first-ever technology writer in San Francisco, where he covered big tech and emerging technologies. He has reported for Gigaom, Frankfurter Rundschau, Berliner Zeitung, and ORF, among others. He has written three books on consumer cord-cutting and online music and co-edited an anthology on internet subcultures. He lives with his family in Oakland.

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