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Philips OLED 754 4K TV Hands On

Budget price, premium features

SRP: £2,300.00

What is the Philips 754?

The Philips 754 is a new 4K HDR OLED TV designed to deliver a higher-end performance but without the premium price tag. To that end, it uses a 2018 OLED panel and 2nd gen P5 processor, but also has 3-sided Ambilight and supports HDR10+, Dolby Vision and Dolby Atmos. It uses Philips's SAPHI smart platform rather than Android but has Amazon Alexa built-in.

The 754 is available now and comes in two screen sizes: the 55-inch 55OLED754 at £1,500, and the 65-inch 65OLED754 at £2,300.

Note from the Editor: This is a hands-on and is the first look at a new product on a manufacturer's stand at the IFA show. The full in-depth review with our usual weeks of real-world use and measurements will follow when we receive the finished retail version of the TV in our own test rooms. However, we do think it is important to produce a hands-on feature so we can give you, the AVForums reader, an overview with the correct information and our opinion based on an early look.

Design

Philips 65OLED754
The Philips 754 has a minimalist design based around a chrome bezel frame and an ultra thin chassis. As with most OLED TVs, the 754 is mere millimetres thick at the top but widens out further down where the electronics, speakers and connections are housed (the latter are on the left as you face the screen).
Philips 65OLED754
Despite its budget status the 754 is extremely well made, and the overall styling is very elegant. The TV sits on a pair of dark chrome stainless steel sticks, which means you'll need a fairly wide surface to place it on (especially the 65-inch version). However, there's also the option to wall mount if you prefer.
This budget TV boasts sleek styling and a superior level of build quality

Connections & Control

Philips 65OLED754
The Philips 754 might be a budget model but it includes a full set of connections with four HDMI 2.0b inputs, one of which supports ARC (audio return channel). The HDMI inputs also support auto low latency mode, and there are USB 2.0 and 3.0 ports, along with a dual tuner. In terms of wireless connections, the 754 includes 802.11ac dual-band Wi-Fi but drops the Bluetooth found on the more expensive models.
Philips 65OLED754
In order to keep the price down, the 754 also drops the dual-sided QWERTY remote included with Philips's higher end OLED TVs, and instead uses a more basic controller. However, this stripped-down zapper still includes all the necessary buttons, and has a microphone built-in for voice control and interacting with the included Amazon Alexa (Philips has wisely avoided using far-field mics in its TVs).
There's a decent set of connections and voice control for the built-in Amazon Alexa

Features & Specs

Philips 65OLED754
The Philips 754 may be a budget model but it still includes plenty of premium features. The LG-sourced OLED panel is from last year, but that really doesn't make any difference and it still supports 4K/60p, along with high dynamic range and wide colour gamut (Rec.2020). As with Philips's other OLED TVs, the 754 supports all the HDR formats, including Hybrid Log-Gamma (HLG), HDR10+ and Dolby Vision. In order to keep the cost down the 754 uses the 2nd generation P5 processor, but it's still a powerful image engine designed to deliver superior noise reduction, sharpness, colour accuracy and contrast.
Philips 65OLED754
The 754 has quad-core processing, but rather than Android it uses Philips's SAPHI smart platform. Some might consider that a good thing given the buggy nature of Android, and SAPHI still provides access to most of the video streaming services including Netflix, Amazon Prime, YouTube and Rakuten TV. It does mean there's no Chromecast and Google Play Store, nor do you get Google Assistant, but instead there's Amazon Alexa built-in, which many people might prefer.

Of course, being a Philips TV, you get 3-sided Ambilight to enhance your viewing experience, and it also interacts with Alexa which is cool. The 754 doesn't have a Bowers & Wilkins sound system, but it still has 2.1-channels powered by 40W.
Despite the entry-level status there's a premium set of features and specs

Picture

Philips 65OLED754
The Philips 754 delivered an impressive picture performance in the limited time I spent with it. Obviously, trade shows are never an ideal venue for evaluating picture quality because of the viewing conditions and carefully chosen demo material designed to highlight the strengths of the display. However, I did manage to watch some familiar material in a darkened room, and the picture delivered plenty of detail, accurate colours, deep blacks, excellent contrast, and impressive tone mapping.

In addition, the 2nd gen P5 processor was used in the flagship Philips 903 OLED TV from last year, so its capabilities have already been fully tested by Phil. To quote his review: "...we feel that Philips is now in the driving seat for motion and processing. Scaling performance is superb with sharp and natural looking images that are free from any potential issues".
Philips 65OLED754
This year Philips has wisely decided to take an agnostic approach to high dynamic range, and the 754 supports HDR10, Hybrid Log-Gamma (HLG), HDR10+ and Dolby Vision. The inclusion of the latter two means users will be able to enjoy the benefits of both dynamic metadata formats, and it gives the 754 an advantage over much of the competition (with the exception of Panasonic). It certainly helps make the 754 a very attractive proposition for a budget TV.
Dolby Vision, HDR10+ and 2nd gen P5 processing is sure to please at this price
The Philips 754 is a well-made, well-specified, and highly capable 4K HDR OLED TV that can be picked up for a very attractive price. It sports a stylish and minimalist appearance, and the build quality is excellent. Despite its budget status, there's a full complement of features including HDR10+, Dolby Vision and Dolby Atmos. The panel is from last year and the 754 uses the 2nd gen P5 processor, but the picture quality remains top drawer and will doubtless please anyone looking for premium performance at a lower price.

As you'd expect from a Philips TV, there's 3-side Ambilight, and while the 754 uses SAPHI rather than Android many might consider that a positive. There's even Amazon Alexa built-in, which means you also have a smart assistant and the option of voice control. Philips has clearly priced the 754 to sell, and if rumours are to be believed you can expect that price to drop considerably as we approach the end of the year. The Philips 754 is already a bargain, but soon it could be a best buy.

MORE: 4K OLED TV Reviews

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