Haier launches a new series of connected TVs in the UK, featuring AI-driven picture processing, smart features, and a range of sizes and price points aimed at different segments including gamers and home cinema enthusiasts.
Haier has moved into the UK television market with a new range built around its wider push to connect home entertainment with its smart appliance business. The line-up centres on three families: the premium S90 QLED series, the mid-tier S80 QLED range and the K85 4K LED models, giving the brand a spread of sizes and price points aimed at different rooms and budgets.
According to Haier’s UK and European product pages, the S90 series is the flagship offer, with sizes from 55in to 85in and features including 4K QLED panels, HDR10+, Dolby Vision IQ, Fire TV, Freely, Dolby Atmos and KEF-tuned 2.1-channel audio. The company also lists a 240Hz refresh rate on S90 models, positioning them for smoother gaming and fast-moving sport as well as film viewing. Pricing starts at £549.99 for the 55in model and rises to £849.99 for the 75in version, with the 85in set at £1,199.99.
The more affordable S80 range uses QLED technology but scales back some of the premium specifications. Haier’s UK collection page shows a 50in model at £379.99, with Fire TV and Freely still included, while the K85 series is presented as the entry point for customers who want a straightforward 4K LED set rather than QLED. InsideCI reported that all of the models run Amazon’s Fire TV software, giving access to streaming services such as Prime Video, Netflix and YouTube, while Freely allows viewers to move between live and on-demand television without a conventional aerial.
Haier says the televisions are intended to sit alongside its connected appliances as part of a broader smart-home ecosystem. The company’s UK launch statement says its AI Picture Quality processing adjusts colour, contrast and clarity in real time, while integrated Alexa voice control is designed to make the sets easier to use. The same announcement also stresses that the range is meant to remain simple enough for less technical users, even as it targets premium home cinema buyers and gamers.
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