TMTPOST -- Chinese consumer electronics maker Hisense will unveil a new generation of RGB Mini LED televisions at CES 2026, aiming to extend its lead in high-end display technology over Japanese and South Korean rivals, according to people familiar with the matter.

The company is expected to present upgraded models featuring its latest self-developed image processing chips and display control systems, the sources said, as global manufacturers intensify competition in premium television segments.

Hisense first introduced RGB Mini LED televisions at CES 2025, shifting from conventional brightness-based backlight control to simultaneous control of light and color. The technology allows more precise color reproduction, higher contrast and improved energy efficiency compared with traditional Mini LED and OLED displays.

That move has prompted rival manufacturers to accelerate development of similar technologies, industry analysts said.

“RGB Mini LED is becoming the main battleground for the next generation of high-end displays,” said Li Wei, an analyst at a Shanghai-based research firm tracking the display industry. “Manufacturers are trying to differentiate on image quality, power efficiency and AI-based processing.”

Hisense has since expanded its RGB Mini LED product range, launching several models across different price tiers, including premium flagship sets and gaming-oriented versions. Industry data shows the company has captured a dominant share of the global RGB Mini LED television market, although overall volumes remain small compared with mainstream LED and OLED televisions.

The company plans to showcase its latest models at the Las Vegas Convention Center next month, alongside a broader lineup of connected home appliances and AI-enabled devices, the sources said.

CES 2026 is expected to highlight a shift in consumer electronics toward more practical applications of artificial intelligence, with manufacturers focusing on features such as real-time image optimization, voice interaction, personalized content recommendation and smart home integration.

Hisense is also preparing to launch World Cup-themed products ahead of the 2026 football tournament, for which it is an official sponsor. The company plans to integrate AI functions into televisions, refrigerators and other appliances designed to enhance viewing experiences and everyday use, according to the sources.

The global television market has remained under pressure amid weak consumer demand, but manufacturers are betting that technological upgrades in high-end models will help support margins and stimulate replacement demand.