TCL announced the first soundbar with Roku's voice assistant on Monday at CES 2018 in Las Vegas. Photo: Asia Times

Tech giants have continued their efforts to redefine televisions – one of the most typical home appliances yet one that is getting smarter and more sophisticated than ever. 

Marketed as the “fastest-growing TV brand in the US” at this year’s Consumer Electronics Show (CES) in Las Vegas, Nevada, TCL Corporation, a multinational based in China’s Guangdong province, on Monday kickstarted a meeting with media by reporting its global performance last year.

According to market-trend analysts at the US-based NPD Group, TCL ranked No 3 in the United States in the period from January to October 2017, with robust growth in sales volume in the North American market, up 131.5% year on year.

This week in Las Vegas, the company unveiled its product lineup at the world’s largest annual electronics trade show.

Apart from touting its flagship QLED X6, it showed more affordable choices – the Cityline Series C6, and the Popular Series P5, along wit futurist companion speaker systems.

The TCL Roku Smart Soundbar will turn TCL Roku TV models into a voice-enabled entertainment hub, which takes voice commands that work like “open sesame” in Ali Baba and the Forty Thieves.

By simply using the magic phrase “Hey Roku,” modern Ali Babas can operate the system to play podcasts, movies and TV shows. Music can also be played independently from the TV.

The CES opened on Sunday and ends on Friday.