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LED (light emitting diode) televisions have fundamentally changed the experience of TV viewing. The segment is constantly evolving technologically, with new features being added regularly. The  popular Chinese smart phone maker, Xiaomi has partnered with Dixon Technologies for manufacturing 55,000 television sets in India as part of their involvement in the ‘Make in India’ campaign. According to market insiders, this would result in lowering the cost of import for Xiaomi.  This will also provide them with a rise of about 7% to 8% in cost benefits.

The production of these TV sets would take place in Dixon’s plant in Tirupati, Andra Pradesh. The launching of Xiaomi’s Mi TV 4 is part of their strategy to expand their television business. Xiaomi currently pays 20% duty for importing its televisions and attracts a further 2% surcharge. Local production in open cell route attracts only around 5% import duty with another 1% additional surcharge.

What is so special about this television?

Apart from the 55-inch display, HDR support, 178° viewing angle, two 8W speakers, Cortex A53 quad core processor, 2GB RAM, 8GB internal storage, 2 USB ports and 3 HDMI ports, the television can do a lot more to impress a buyer. The other features that make this TV special are:

Smart or not?

The answer is difficult since this TV is not android but it is designed with a PatchWall interface. The television is integrated with 500,000 hour long content dictionary. The buyers are entitled to a three-month subscription of SonyLIV and Hungama Play. Additionally, customers are also scheduled to receive a free Mi IR cable. Additionally, this television model can be synced seamlessly with any Wi-Fi connection.

Online streaming

This television is not yet ready to give you an online experience but then they are working on it. Although, an alternate option for enjoying Netflix or Amazon Prime is to use the 3.0 USB port and then install the application for the same. The content provided with the TV may not be an exciting option but the ability to stream YouTube is always an attractive option. There is hardly any TV set in the market with these features and design that comes in this price bracket. The sound is also known to be crisp because of the superior quality of its speakers.

Why is Xiaomi Mi TV 4 so cheap?

When you search for a 55-inch LED TV, the cheapest version in the market comes at around Rs. 76,890. Apart from its extensive features, the price of this model makes it an attractive option. Priced at Rs. 44,999, this new model has taken the segment by storm and is poised to give established brands such as Sony, LG and Samsung a strong competition.

Such competitive pricing is part of Xiaomi’s strategy and they have successfully used it for other consumer electronic items as well. They have been consistently selling their products on the same range as that of their products that are being sold in China. They have been successful in innovating a strategy of selling shared content and that has become a major revenue earner for them. Xiaomi’s consumers have to subscribe in order to stream something and such a strategy benefits both the content producers and Xiaomi. The company has always preferred word of mouth over heavy marketing and they don’t invest heavily in marketing. Lastly, the launch window that they selected which was a year after it was announced at the CES 2017 has contributed, along with the other factors, for keeping the price of the model at Rs. 44, 999.

Where to buy?

The answer for this question is not yet confirmed since there are only a few online portals that are selling these television models. Additionally, the company’s own online store also sells these models. But one can expect limited periods of heavy sales as the supply would remain lower than the expected demand. The consumer who is looking for a budget buy must keep a watchful eye for the sale; otherwise it may be difficult to get their hands on this TV.