Roku TVs are starting to get a little more premium. TCL has announced pricing for its two lines of 4K Roku TVs with Dolby Vision HDR, and they’re more expensive than previous budget sets with Roku’s software built in. Before, the pitch was that you’d get intuitive software, all the apps you need, and a decent-enough display. Now, TCL is putting a little more work into the display side of things — while still maintaining a lower price than most major brands like Samsung, Sony, and LG.

The P-series is being positioned as the best picture quality available from a Roku TV. It’ll be available in 50-, 55-, and 65-inch sizes. All models feature 72 zones of contrast control, support both Dolby Vision and HDR10, and output an expanded color gamut that TCL claims “covers nearly all of the DCI-P3 color standard.” The 55-inch P-series TV will be available for an introductory price of $599 when you preorder from Amazon starting May 26th.

The C-series (above) also offers 4K and Dolby Vision, but TCL put the most work into its slim design. The company’s executives laid it out to me this way: if you care about image quality first and foremost, the P-series is probably the way to go. But if the look of the C-series is more your style, it’ll come in the following sizes:

55-inch $699

65-inch $1099

75-inch $1499

TCL’s challenge will be establishing its own brand instead of taking a backseat to the “Roku TV” part. I’m sure the company will be happy either way as long as it sells units, but it’s also hoping that an uptick in picture quality will make consumers take closer notice of the name stamped below the screen. Will they be able to compete with the very best from other companies? Perhaps not, but we’re reaching a point where “good enough” is starting to look great to many eyes. We’ll be taking a closer look at TCL’s latest Roku sets soon.