Samsung, LG and Sony have each announced 4K HDTVs starting at $5,000, but China's TCL, the self-dubbed third-largest TV brand in the world, aggressively changed the pricing standard on Thursday by introducing a 50-inch edge-lit LED 4K Ultra HDTV for $999.

Due in September, the TCL 7E504D will release in the US with a 3,840 x 2,160-pixel resolution in Full HD 1080p. It will also offer SRS TruSurroundHD sound, a 120Hz CMI refresh rate, 5,000,000:1 dynamic contrast ratio, four HDMI inputs, USB connector and MHL compatibility.

But that's not all: TCL's 4K HDTV will upscale HD content such as TV shows and Blu-rays to 4K. As for the design, TCL said the HDTV features a slim frame and an ultra-thin bezel with a gunmetal grey finish.

Read: Samsung expands UK 4K TV line-up with 55 and 65-inch F9000 series going on sale

It is worth mentioning that China's Seiki also has a 50-inch 4K HDTV for $1,100 from Amazon. Although it has a 4-star rating based on 36 reviews, 21 of which are 5-star, the set apparently didn't perform well enough in full reviews conducted by tech sites like CNET. Seiki also has a 39-inch 4K HDTV for $699.

TCL also unveiled on Thursday traditional HDTVs as part of its 5510 series. The 1080p models, which will launch in August, include a 40, 46 and 55-inch priced at $399, $499 and $799 respectively. The 55-inch HTDV sports Wi-Fi and Smart TV features.

There's no word yet on whether TCL's 50-inch edge-lit LED 4K Ultra HDTV will launch in the UK.

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