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After continued ongoing issues with ghosting and shadowing on my Samsung set (unsuccessfully repaired twice under warranty at John Lewis) I have just been given a refund and I need to order a new set quickly. Looking for something around 55'' with a budget of up to £700.
It's mainly used for general tv watching (inc. sports) with a little bit of gaming.
I really like my Philips, though the specific model is discontinued it looks like this is the equivalent: https://www.amazon.co.uk/Philips-Ambilight-50PUS8545-12-TV/dp/B089NDLZ7F?ref_=ast_sto_dp
Comes in 50 or 58", responsive UI without ads and a good picture after a bit of tweaking. Ambilight is nice too.
Only issue with mine is iPlayer and other UK TV apps aren't available. I don't know if they've sorted that on newer ones so best to check first if you use them.
In the classic approach of stretching your budget, when looking for a TV recently in the equivalent price range for 50" I plumped for the Samsung but the most highly rated alternative seemed to be a panasonic model - In John Lewis the 55" is £750: https://www.johnlewis.com/panasonic-tx-58hx820b-2020-led-hdr-4k-ultra-hd-smart-tv-58-inch-with-freeview-play-dolby-atmos-black/p5017321
We had that with a Samsung, strangely also from John Lewis. Have a Sony now, seems quite good.
We had a Samsung from John Lewis for 2 and half days before a horizontal line appeared on the screen. JL swapped it straight away. Swapped for an LG, it's OK but I preferred the Samsung for pic quality and remote/TV UI but they didn't have much stock of anything left. Not very helpful sorry.
Had Sony TVs for the last 15 years or so and never had any issues, currently got the version below this which has been great for the past 3 years or so.
LG
We have a Sony and an LG tv. Neither are that big though (40 “ ish) . The Sony has slightly better picture quality with a very wide viewing angle compared to the LG, but it’s not as ‘smart’ with fewer catch up options. This may have improved over the past couple of years. Our previous Sony ( 22” ) is still going strong after 10 years
Tha said £700 is quite an investment, my last LG, 'a dumb HD 1080p' is still going strong.
I'd build a shortlist from the major players and look at some reviews, mostly at picure quality, and 'smart' interface quality.
We were in the market for pretty much the same thing a year or so ago. Went to Richer Sounds and they recommended a LG so we bought it. Been great, no regrets.
I was looking at similar TVs myself recently, this might help although some in the list are Samsung but both Sony and Panasonic come recommended.
https://www.whathifi.com/best-buys/best-tvs-under-pound1000-4k-hdr-and-budget-tvs