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Hisense is clearly keen to arrive on the UK TV scene with a bang. At £499 the LTDN50K321UWT is groundbreakingly cheap for a 50-inch 4K TV, yet despite its extreme affordability it offers a pretty impressive set of features. The breadth of multimedia playback support, strong connectivity, a smart TV system, and some promising picture specifications are all as welcome as they are unexpected.
What's more, while not perfect, for the most part it delivers on those specifications far more successfully than you might have hoped.
At £499 for a 50-inch 4K TV, the LTDN50K321UWT's price is very much right.
Especially when Hisense's UK debutante combines its eye-catching price with some genuinely strong picture quality. Connectivity is good for its money too.
The operating system can be a bit sluggish, and the sound system can become harsh under duress.
The smart features don't include many of the UK catch-up services, dark scenes can look a little hollow, and there's no 3D or HDR support.
To say Hisense has hit the ground running with the LTDN50K321UWT would be an understatement.
It has, at the first time of asking, established itself as a brand capable of operating at the budget end of the market while serving up a markedly better-than-budget level of performance and features.
All of which makes it potentially the stuff of nightmares for the more established TV brands.
John has been writing about home entertainment technology for more than two decades - an especially impressive feat considering he still claims to only be 35 years old (yeah, right). In that time he’s reviewed hundreds if not thousands of TVs, projectors and speakers, and spent frankly far too long sitting by himself in a dark room.