With strong (and cheaper) competition from big brands like LG and Samsung, as well as TCL and Hisense, the high price of Bravia TVs and rare discounts can be a major deterrent for a lot of customers. Other brands like Panasonic and Vizio have almost completely exited the TV market, focusing instead on other technologies like PC monitors.

With the Super Bowl just around the corner, TCL, the official TV partner of the NFL, is rolling out major savings across its premium TV lineup.