17 Feb 2025

77OLED909/12

15 Mar 2025

Feature	Philips 77OLED759/12	Philips 77OLED809/12
Display Technology	OLED	OLED-EX
Refresh Rate	48 Hz – 120 Hz	48 Hz – 144 Hz
Smart Platform	TITAN OS	Google TV
Processor	NovaTek NT72676	MediaTek Pentonic 1000
RAM	Not specified	2166 MHz
Storage	Not specified	16 GB
Sound System	2.0 Channel, 20W output	2.1 Channel, 70W output
HDR Support	Dolby Vision, HDR10, HDR10+, HLG	Dolby Vision, HDR10, HDR10+, HLG, IMAX Enhanced
Ambilight Version	3-sided	3-sided
Gaming Features	HDMI 2.1, 120 Hz refresh rate, VRR, G-Sync, FreeSync	HDMI 2.1, 144 Hz refresh rate, VRR, G-Sync, FreeSync
Dimensions (W x H x D)	1723 x 991 x 79 mm	1723 x 991 x 80 mm
Weight	35 kg	35.2 kg

Key Differences:

• Display Technology: The 77OLED809/12 utilizes OLED-EX panels, offering higher peak brightness compared to the standard OLED panels in the 77OLED759/12.

• Refresh Rate: The 77OLED809/12 supports refresh rates up to 144 Hz, enhancing motion clarity for fast-paced content. In contrast, the 77OLED759/12 supports up to 120 Hz.

• Smart Platform: The 77OLED759/12 operates on Philips' TITAN OS, while the 77OLED809/12 runs on Google TV, providing a broader range of apps and services.

• Processor and Performance: The 77OLED809/12 is equipped with the MediaTek Pentonic 1000 processor, 2166 MHz RAM, and 16 GB of storage, delivering improved performance over the 77OLED759/12's NovaTek NT72676 processor.

• Sound System: The 77OLED809/12 features a more robust 2.1 channel sound system with 70W output, including a dedicated subwoofer, compared to the 2.0 channel, 20W system in the 77OLED759/12.

• HDR and Certification: The 77OLED809/12 supports additional formats like IMAX Enhanced and includes certifications such as CalMAN Ready and Filmmaker Mode, which are not specified for the 77OLED759/12.

• Gaming Features: Both models offer gaming features like HDMI 2.1, VRR, G-Sync, and FreeSync. However, the 77OLED809/12's higher refresh rate of 144 Hz provides a smoother gaming experience.

In summary, the Philips 77OLED809/12 offers advanced features such as a superior display panel, higher refresh rate, enhanced smart platform, more powerful processor, and improved sound system compared to the 77OLED759/12.

Titan OS

Titan OS is a Linux-based operating system developed for smart TVs, aiming to enhance content discovery and user experience. Key aspects include:

• Content Integration: Titan OS offers a unified platform for streaming services, providing access to popular apps like Netflix, Disney+, Prime Video, and regional channels.

• User Interface: The interface is designed for intuitive navigation, featuring tailored recommendations based on viewing habits.

• Advertising Opportunities: The platform includes modern advertising solutions, enabling TV manufacturers to generate ongoing revenue streams beyond hardware sales.

• App Availability: While Titan OS supports major streaming services, some users have noted limitations in app selection and customization compared to platforms like Android TV.

• Software Updates: Users can update the TV's software via USB to access new features and improvements.

In summary, Titan OS aims to provide a personalized and streamlined smart TV experience, though its app ecosystem and customization options are still evolving.

Aspect	Titan OS	Google TV / Android TV
Platform Base	Linux-based OS	Android-based OS
Interface & UX	Simple, intuitive; fewer customizations	Highly customizable, more advanced features
App Availability	Limited app store; essential apps only	Extensive Google Play Store; broad app ecosystem
Content Integration	Unified but limited streaming services	Richer integration with wide-ranging services
Personalization	Basic recommendations	Highly personalized; advanced recommendations
Voice Control	Basic voice support	Advanced Google Assistant integration
Updates & Support	Regular updates via USB	OTA updates; frequent, seamless improvements
Gaming & Performance	Standard performance; limited gaming	Stronger gaming features; better hardware support
Advertising Model	Built-in revenue via advertising	Primarily content-driven; ads less intrusive
Smart Home	Limited integration	Deep integration with Google Home ecosystem

Summary:
Titan OS is streamlined, simple, and user-friendly, ideal for those preferring ease of use and essential functionality. Google TV provides deeper personalization, extensive app options, and robust ecosystem integration, suited for power users and smart-home enthusiasts.

Aspect	Titan OS	Google TV / Android TV
Tracking	Moderate; limited targeted ads	High; extensive data collection for ads
Data Privacy	Better privacy due to fewer services	Lower privacy due to Google integration
Boot Time	Faster boot times; lightweight	Slower boot times; heavier OS
Overall UX	Simple, clean, easy-to-use	Rich, customizable, but potentially complex

Summary:
- Titan OS offers quicker boot times, cleaner UX, and slightly better data privacy due to limited data collection and simpler services.
- Google TV has deeper functionality, but increased complexity, slower boot times, and more extensive user tracking.

Yes, both Philips Ambilight TV models (77OLED759 and 77OLED809) support integration with Philips Hue systems. Ambilight TVs can synchronize their ambient lighting with Philips Hue smart lights, providing an enhanced, immersive viewing experience.

User Manual:
https://www.documents.philips.com/assets/20240321/d89c3eed0572445a8e41b13a00176d76.pdf

Philips Ambilight 77OLED759 4K OLED Smart TV

Deep Research

Evaluating the Philips Ambilight 77OLED759 vs. Alternatives for Home Cinema

Introduction

The Philips 77OLED759 Ambilight 4K OLED TV is an attractively priced 77-inch OLED (€1,940 in Germany) that promises an immersive home-cinema experience, thanks in part to Philips’ unique Ambilight bias-lighting technology. The user’s priorities are a very large image and the Ambilight effect (they already own a smaller Ambilight TV), while smart TV platform and cutting-edge gaming features are less important (external streaming devices and casual gaming will be used). This report will:
• Compare the Philips 77OLED759 with newly launched and top-rated large OLED TVs available in Europe (especially in Germany) in the under ~€3,000 range (with a few higher-end models considered if they offer substantially more value).
• Identify standout non-Ambilight OLED alternatives that might justify giving up the Ambilight feature due to superior picture performance or features.
• Explore alternative display technologies – particularly ultra-short-throw (UST) laser projectors and traditional long-throw projectors – as ways to achieve an even larger cinema-like image, weighing their pros and cons versus large OLED TVs (considering image size, quality, setup complexity, fan noise, and ambient light handling).
• Provide current pricing, availability, and note which models are newly launched or still good value in 2024.

The information is organized into clear sections, with comparison tables and pros/cons tables to facilitate quick scanning. Major review sources (in English, with a focus on European availability) and official specifications are cited to ensure accuracy.

Philips 77OLED759 Ambilight OLED – Overview and Key Features

What it is: The Philips 77OLED759 is a 77-inch 4K OLED TV (2023/24 model) that serves as Philips’ entry-level OLED offering in its lineup  . Despite being “entry-level,” it still delivers the core benefits of OLED technology – self-emissive pixels for perfect blacks and vibrant colors – and it comes with Philips’ signature Ambilight system built-in. Unlike Philips’ higher-end OLED models (the OLED8xx and OLED9xx series), the OLED759 focuses on value, running Philips’ new “Titan” OS (a lighter-weight smart TV platform) instead of the full Google TV suite . Notably, it’s Philips’ first OLED series to feature four HDMI 2.1 ports (ideal for multiple 4K/120Hz sources)  – a welcome upgrade, though the user may not fully utilize this if gaming isn’t a priority.

Ambilight: Ambilight consists of LED strips along the TV’s rear edges that project colored light onto the wall behind the TV, matching the on-screen content in real time. This creates an illusion of a larger, more immersive image and reduces eye strain in dark rooms. The 77OLED759 has a 3-sided Ambilight (top and sides) which can be tuned to various modes – e.g. following video content (for dynamic bias lighting), static mood lighting, or even an audio-synced glow for music  . For an Ambilight fan, this feature adds a “wow factor” that standard TVs lack, especially when watching in a dim home cinema environment . (If Ambilight is a must-have, Philips is essentially the only TV brand offering it – though third-party bias lighting kits like Philips Hue Sync can mimic it on other TVs, at additional cost and complexity.)

Philips Ambilight OLED TV (Philips OLED808 model shown) projecting colored light onto the wall. Ambilight extends the on-screen colors beyond the frame, enhancing immersion in dark viewing environments.

Picture quality: The Philips 77OLED759 uses an LG Display OLED panel (4K, 120Hz) without the latest brightness-boosting enhancements found in higher-end models. In reviews it’s described as a “consummate entry-level OLED” that delivers excellent contrast and rich colors for the money, but lacks some of the spectacle (particularly in HDR brightness) of pricier OLEDs . Key points:
• HDR formats: It supports all major HDR formats – HDR10, HLG, HDR10+ and Dolby Vision – ensuring maximum compatibility with both Dolby Vision content (e.g. Netflix, Disney+) and HDR10+ content (e.g. Amazon Prime Video) . Competing brands often omit one format (e.g. LG and Sony lack HDR10+, Samsung lacks Dolby Vision), so this “universal HDR” support is a plus for Philips.
• Color performance: It covers ~98–99% of DCI-P3 color gamut and ~75% of Rec.2020 , which is on par with most OLED TVs (since OLED’s color gamut is inherently wide). Colors are reported as natural, nuanced, and well-balanced in calibrated modes (Philips offers accurate modes like ISF and Filmmaker Mode). The 77OLED759’s processing (Philips “P5 AI” processor, Gen7) also does a great job with upscaling and detail enhancement, yielding a “richly textured and three-dimensional” look with true 4K content . Standard-definition and HD content upscale cleanly, though caution is advised with motion interpolation and noise reduction (dial them down to avoid artifacts) .
• Contrast and black level: As an OLED, it delivers true perfect blacks and virtually infinite contrast in dark scenes – a cornerstone of OLED image quality that is excellent for cinema. Shadow detail is handled well by Philips’ processing, especially in Filmmaker and Dolby Vision dark modes. The Ambilight (if set to video-follow mode) can subjectively enhance perceived contrast by extending bright highlights onto the wall, though purists might turn it off for absolute black backgrounds.
• Peak brightness (HDR): The 77OLED759’s main limitation is its modest HDR peak brightness. Measurements show roughly ~810 nits peak on a 2% window, and ~700 nits on a 10% window for HDR . In practice, this is about 300–500 nits lower than the peaks of the next-tier OLED models that use “OLED EX” panels or heat-sinks . For example, Philips’ own step-up OLED8-series (OLED807/808) can reach ~1300 nits on small highlights, and even mid-tier competitors like the LG C3 are around ~800–900 nits in similar conditions . The difference is visibly noticeable in side-by-side comparisons – HDR highlights on the OLED759 won’t pop as intensely as on those brighter TVs . As one review noted, you “can instantly appreciate the difference with the naked eye” in HDR between the OLED759 and a higher model like the OLED8xx series . In real-world viewing, this means specular highlights (like shining stars, reflections, or bright fire in HDR movies) are a bit dimmer and less impactful. In a dark home cinema room this subdued peak brightness is less of an issue (the OLED759 still produces a contrast-rich picture), but in a bright room with lots of ambient light, HDR “can be a slightly challenging watch” due to the limited brightness headroom .
• Tone-mapping and HDR : Despite lower peak brightness, the OLED759 handles HDR tone-mapping well. It retains detail in bright scenes without severe clipping, and Philips offers adjustable HDR modes (Philips sets have modes like HDR Personal, Crystal Clear, etc., and Dolby Vision Bright/Dark). Reviewers found that aside from sheer brightness, the HDR picture on this set is hard to fault for the price – color gradations are smooth and detail is excellent . It’s essentially delivering “what you could reasonably expect from HDR on such an affordable OLED” .

Audio: The 77OLED759 comes with built-in speakers (stereo 2.0 20W, plus Dolby Atmos decoding). Users report decent sound quality for casual TV use – dialogue is clear and there’s some sense of width – but it’s not a highlight feature. It lacks the integrated audiophile soundbar that higher-end Philips “OLED+” models have (e.g. no Bowers & Wilkins multi-driver system here). For a true home-cinema setup, one would likely use a separate sound system or soundbar anyway, so the internal audio is adequate as a backup.

Smart TV & OS: It runs Philips Titan OS, a Linux-based smart TV system introduced in 2024 for Philips’ budget models . Titan OS is relatively basic: it has a curated selection of streaming apps (Netflix, YouTube, Amazon Prime, etc.) but not the full Play Store of apps that Google TV models have. The interface is snappy and uncluttered, and it doesn’t track as much data as some smart platforms. Since the user uses an external streaming device, the TV’s OS is mostly irrelevant – the main consideration is that the TV supports CEC (for device control) and can deliver the needed video signals. (Note: one quirk – because Titan OS is new, some app updates or less common services might be slower to arrive. But again, with an external box like Apple TV, Roku, Nvidia Shield, etc., this is a non-issue.)

Design & build: The 77OLED759 has a sleek, minimal design. It features extremely thin bezels and a slim OLED panel profile. It stands on two blade-style metal feet spaced toward the edges , giving it a modern look (but note you’ll need a wide TV stand to accommodate a 77″ with legs at the ends). The build quality is solid for the price point; it may not have the ultra-premium finish of flagship sets, but it doesn’t look “budget.” The Ambilight LEDs are embedded along the back top and sides (with diffuser covers). Connectivity includes 4x HDMI (all HDMI 2.1 full-bandwidth – a nice surprise at this price ), USB ports, and typical tuner inputs. The included remote is a standard Philips remote (not the premium backlit metal kind from the OLED9 series, but functional).

Power consumption: OLEDs in general are efficient for most content (using less power for darker scenes, more for bright HDR). Philips provides various energy-saving settings and an ambient light sensor for auto-brightness. No major concerns here, but as a large 77″ emissive screen, expect power usage to range roughly 100–200W depending on brightness settings.

Philips 77OLED759 – Pros & Cons

To summarize the Philips Ambilight OLED’s advantages and drawbacks in context:

Philips 77OLED759 – Key Pros Key Cons
Aggressive Price for 77″ OLED: One of the most affordable 77″ OLEDs on the market. (~£1,799 in the UK / ~€1,940 in EU for 77″) , which is exceptional value per inch. You’re getting an enormous OLED screen for the price of smaller high-end TVs. Limited Peak Brightness: Peak HDR brightness ~700–800 nits , lower than mid/high-end OLEDs (which reach 1000–1500+ nits). HDR highlights are not as impactful; in bright living rooms the image can look less punchy . This is a trade-off for the lower cost.
Ambilight Immersion: Built-in 3-sided Ambilight adds a unique ambient glow that extends the picture and enhances immersion in dark rooms . This is a beloved feature for many home-cinema enthusiasts (makes the image feel larger and more dynamic). “Entry-level” OLED Panel: Uses a standard OLED (no MLA micro-lens array, no added heat sink). Lacks the latest “EX” or MLA panel tech, so it doesn’t get the brightness or possibly the longevity improvements of those panels. It’s essentially similar panel tech to 2021 models, just well-implemented.
Excellent Contrast & Color: Perfect blacks and wide color gamut (~99% DCI-P3) yield cinema-quality contrast. Color accuracy is very good in calibrated modes , and Philips P5 processing provides sharp detail and effective upscaling for 4K and HD content . Dolby Vision and HDR10+ support ensure you get the optimal HDR tone-mapping for each format. Lower HDR “Spectacle”: As one review put it, the OLED759 “lacks the sense of spectacle” of pricier OLEDs  – meaning no wow-factor from ultra-bright highlights or the absolute state-of-art processing. It’s a great picture for the money, but a step down from the reference-quality OLEDs (less impact in HDR, slightly less refined motion handling).
HDMI 2.1 Future-Proofing: Offers 4× HDMI 2.1 ports (4K 120Hz, VRR, ALLM supported) , so it can handle next-gen consoles or high-bandwidth sources on any input – a rarity in some mid-range sets. It also supports eARC for easy hookup to a receiver/soundbar. Smart OS Limitations: Titan OS has fewer apps and features than Google TV or webOS. If you rely on built-in apps, you might miss some niche services. (The user here has external streamers, mitigating this.) Also, Philips TVs historically get fewer firmware updates than LG/Samsung, which might affect long-term support.
Design & Ambiance: Attractive minimalist design with slim bezels; Ambilight can also serve as mood lighting even when not watching TV. The TV can integrate with Philips Hue smart lights for room-wide syncing. It’s a conversation piece and adds aesthetic appeal to a media room. Possible Motion/Software Quirks: While generally good, Philips P5 processing can be aggressive by default – some users tweak motion settings to avoid soap-opera effect or turn off noise reduction to avoid artifacts . Occasionally, Philips sets have been noted to have minor software bugs or slower menus compared to LG/Sony (not deal-breaking, but worth noting given the “budget” nature of Titan OS).
Wide HDR Support: Dolby Vision IQ and HDR10+ Adaptive supported – it’s equipped for all current HDR content. Also supports HLG (for broadcast HDR) and has Filmmaker Mode (for purists). Few TVs tick every box like this. No Fancy Audio System: Unlike higher models with integrated soundbars, the 77OLED759 has basic 2.0 channel speakers. Sound is okay for daily use, but home-cinema setups will want a dedicated audio system for impactful sound (which is true of most flat-panel TVs).

Overall, the Philips 77OLED759 stands out as a price-to-size champion with the unique Ambilight feature and solid picture performance for films. It’s a great choice if you want a huge OLED screen on a budget and love the ambiance that Ambilight provides. However, it is outperformed in raw picture quality by several newer OLED models that cost a bit more. The next sections will compare those alternatives and discuss whether spending extra (and possibly sacrificing Ambilight) might be worthwhile for the user’s home-cinema needs.

Comparing the 77OLED759 to Other Large OLED TVs (2023–2024)

The large OLED TV market (75–77 inch class, plus some 83″ options) has expanded, and many 2022–2024 models now fall in or near the user’s budget of ~€3,000. We will compare the Philips 77OLED759 with newly launched and top-rated OLEDs from LG, Sony, Samsung, and others, focusing on ~77″ sizes (the sweet spot for big OLEDs) and considering both mid-range and higher-end models. Key differences will include panel technology (standard OLED vs newer EVO or QD-OLED panels), HDR brightness and color performance, support for Ambilight or alternative features, and price vs. value in 2024.

Below is a comparison table of key OLED TV candidates in this category, followed by further discussion:

Model & Size (Year) Panel Tech & Features HDR Brightness & Color Notable Features Approx. Price (EU)
Philips 77OLED759 (2024) – Ambilight 77″ WOLED (LG OLED panel, standard); P5 Gen7 processor; Ambilight (3-sided); Titan OS (basic smart TV) ~810 nits peak (2% window)  (~700 nits 10%); 98.7% DCI-P3 color ; Dolby Vision + HDR10+ supported Ambilight bias-lighting; 4× HDMI 2.1 (48 Gbps); HDR10+ Adaptive & Dolby Vision IQ; good upscaling; IMAX Enhanced ~€1,900–€2,100 (Aggressively priced) 
LG 77″ C3 (2023) – OLED Evo 77″ LG “OLED Evo” WOLED (EX panel with deuterium); α9 Gen6 AI processor; webOS smart TV ~830 nits peak in Filmmaker mode  (~~1000 nits in Vivid); ~98% P3 color; Dolby Vision (no HDR10+). Excellent contrast; slightly brighter than 2022 C2. Gaming features leader: 4× HDMI 2.1, VRR/ALLM, Dolby Vision Gaming 4K120; Low input lag (~5ms); WebOS with comprehensive apps. ~€2,200–€2,600 (mid-2024 street price; launched ~€3,500)
LG 77″ G3 (2023) – Flagship MLA OLED 77″ LG OLED Evo with MLA (Micro Lens Array) + heatsink; α9 Gen6; Slim “Gallery” design (meant for wall-mount; no stand in box) ~1,449 nits peak (10%) in calibrated mode  – one of the brightest OLEDs ever (70% brighter vs last gen) ; ~219 nits full-field; ~98% P3, 73–74% Rec.2020 ; Dolby Vision (no HDR10+). Exceptional HDR punch and color volume (though WOLED’s brightest colors still diluted by white subpixel at extremes ). Ultra-thin design with flush wall mount; “Brightness Booster Max” (MLA tech) gives it spectacular HDR pop – “brightness to a new level for LG” . 4× HDMI 2.1; same gaming chops as C3. Noted as one of 2023’s best TVs for picture quality. ~€3,000–€3,500 (high initial price ~€5k, but often on sale by late 2024)  . Still above budget, but huge performance jump vs entry OLED.
Samsung 77″ S90C (2023) – QD-OLED (mid-range) 77″ Samsung QD-OLED panel (Quantum Dot OLED); Neural Quantum Processor; Tizen OS ~1,000–1,100 nits peak (est. in real modes; uses 2022 QD-OLED panel specs); very high color saturation in highlights (thanks to QD) – covers ~100% DCI-P3 and more of Rec.2020 than WOLED (around 80%+ Rec.2020). HDR10+ support (no Dolby Vision). QD-OLED yields pure, vibrant colors even at high luminance – no white subpixel. 4× HDMI 2.1; One of the best gaming TVs (low lag, 144Hz VRR support). Essentially similar image to 2022’s award-winning S95B, but now available in 77″. ~€2,500 (often a bit cheaper than S95C). Great value for QD-OLED size.
Samsung 77″ S95C (2023) – QD-OLED Flagship 77″ QD-OLED (2nd-gen panel); Slim One Connect box design (all ports in external box); Tizen OS ~1,400 nits peak (10%) ; up to ~250 nits full-screen . Outstanding HDR with wide color volume (well-saturated bright colors). No Dolby Vision (Samsung sticks to HDR10+). Essentially as bright or brighter than any WOLED without MLA. One of 2023’s top TVs – “slightly better value” than LG G3 in some reviews . The QD-OLED tech gives it spectacular color and contrast. Has a slim design and external box for easy cable management. 4× HDMI 2.1. Good (but not audiophile) built-in sound. ~€2,800–€3,200 (was ~€4k at launch; year-end deals bring it near €3k). Competes directly with LG G3.
Sony 77″ A80L (2023) – Upper-Mid WOLED 77″ WOLED (OLED “EX” panel); Cognitive Processor XR; Google TV (Android) OS ~800 nits peak (approx., similar to LG C2/C3 class); Excellent out-of-box accuracy, tone-mapping and motion. Dolby Vision (no HDR10+). Color ~98% P3. Not as bright as QD-OLEDs but very refined picture processing. Sony’s OLED known for natural picture processing – best-in-class motion handling and upscaling. Uses Acoustic Surface Audio+ (screen acts as speaker) for superior TV sound. Only 2 HDMI 2.1 ports (others HDMI 2.0). ~€2,500–€2,800 (Sony carries slight premium). A great cinematic OLED for dark-room viewing, but lower brightness vs peers.
Sony 77″ A95L (2023) – QD-OLED Flagship 77″ QD-OLED (2nd-gen); XR processor; Google TV ~1,400+ nits peak, 2% up to ~2,000 nits in vivid  – brightest OLED of 2023 tested. Remarkable color purity in HDR (no white subpixel dilution) . Dolby Vision supported. Essentially reference-quality HDR performance. Regarded as reference TV of 2023, combining QD-OLED panel with Sony’s mastering-grade processing. Delivers consistently high picture quality in both dark and bright scenes . Acoustic Surface audio + subwoofer provides cinematic sound. Very expensive at launch. ~€4,000–€5,000 (Launch ~€5k; occasionally £1000 off deals for smaller sizes ). Only worth considering if absolute best picture is desired and budget is flexible.
Panasonic 77″ MZ1500 (2023) – High-End WOLED 77″ WOLED (Customized “OLED EX” panel with heatsink – similar to 2022 LZ2000 minus MLA); HCX Pro AI processor; My Home Screen OS ~1000 nits peak (est. – does not have MLA; 1500 series is step-down from MLA MZ2000). Still ~30% brighter than basic OLEDs . Dolby Vision + HDR10+ supported (Panasonic supports both). Renowned for very accurate color, shadow detail and tone mapping (pro-calibrated out of box). Film-maker’s TV: Panasonic tunes their OLEDs for picture accuracy (used in post-production). Excellent Filmmaker Mode and Netflix Calibrated mode. Good motion. Built-in 2.1 soundbar (front-facing speakers) for better audio than most TVs. Limited HDMI 2.1 (2 ports). ~€3,000 (launched ~€4k; now often on sale). 5★ reviews as one of the best cinematic OLEDs – “deeply engaging, rich and balanced picture” . Stock can be scarce in some EU regions; a great value if found ~€2k on discount .

Table Notes: All the above are 4K OLED TVs supporting 4K@120Hz input. “WOLED” refers to LG’s WRGB OLED panels (used by LG, Sony, Philips, Panasonic). “EX panel” indicates LG’s 2022-gen OLED with slightly higher efficiency (often marketed as “OLED Evo”). “MLA” indicates Micro Lens Array tech which boosts brightness significantly on certain 2023 models. QD-OLED refers to Samsung Display’s Quantum Dot OLED panels (used by Samsung and Sony) which have no white subpixel and thus maintain color saturation at high brightness. Prices are approximate for Europe (Germany) in late 2024 – these fluctuate with promotions.

From the table, we can group the competition into two tiers:
• Mid-range Large OLEDs (Typically €1,800–€2,500) – These include models like the LG C3, Sony A80L, Philips OLED807/808 (Philips’ own mid-tier, not in table but comparable to C3), and Samsung S90C QD-OLED. They generally offer ~800–900 nits peak brightness, the latest video processing engines, and comprehensive features. Compared to the Philips 77OLED759, these mid-range sets will deliver a modest but noticeable uplift in HDR brightness and sometimes better processing or gaming features. However, they do not have Ambilight, and in some cases drop support for one of the HDR formats (e.g. LG/Sony lack HDR10+, Samsung lacks Dolby Vision). Price-wise, some mid-range models are now very close to the OLED759’s price: for instance, LG’s 77B3 (one step below C3) was on sale for ~€1,799, and the 77C3 for ~€2,150 in late 2023  . This tight pricing means the Philips 77OLED759 must compete not only on price but on the Ambilight novelty and “all-rounder” feature set.
• High-end Flagship OLEDs (Typically €3,000+, but sometimes on sale near that) – These are the likes of LG G3, Samsung S95C, Sony A95L, and Panasonic MZ2000/MZ1500. They incorporate the newest panel tech (MLA or QD-OLED) and often have additional bells and whistles (e.g. more elaborate design, better built-in audio, premium materials). The key benefit here is substantially higher brightness and color volume. For example, LG’s G3 and Philips’ own 2024 OLED908 can hit ~1500 nits, matching or exceeding the brightness of QD-OLED sets  . The Sony A95L QD-OLED pushes near 1400–2000 nits in highlights, making it the brightest OLED TV measured to date . These TVs produce spectacular HDR – highlights that really “pop” and color intensity that remains vivid even at high luminance levels, where lesser OLEDs have to tone things down . They also tend to have the most advanced video processing (e.g. better gradation, motion, and AI upscaling) and higher-end finishes. The downside is cost: many of these were originally €4k–€5k+ in 77″. By late 2024, we see significant discounts (e.g. the LG G3 77″ frequently dropping to ~£3,000 in the UK , Panasonic MZ1500 65″ half-price at £1,699 from £2,899 , etc.), but a 77″ flagship may still run ~€3,500. If the budget is strictly ~€2,000, these might be out of reach unless one opts for a smaller size (e.g. 65″) – which the user likely wouldn’t want since they value a “very large image.” However, if the budget could stretch upwards for a truly substantial performance boost, these high-end models are worth considering. We’ll discuss below whether the improvements justify losing Ambilight.

Ambilight vs Non-Ambilight: Is it worth sacrificing?

The user specifically loves the Ambilight effect, so choosing a non-Philips TV means giving that up (or trying to replicate it externally). Thus, the question becomes: do any alternative OLED TVs offer enough superior performance or features to justify losing Ambilight? Let’s weigh this:
• Brightness & HDR Impact: The biggest advantage of the top competitors is HDR brightness. A set like the LG G3 can be nearly twice as bright on highlights as the Philips 77OLED759  , and a QD-OLED like Samsung S95C or Sony A95L also pushes ~1300–1500 nits  . In practical terms, this means in HDR movies you’ll see markedly more brilliant specular highlights – for example, the sparkle of stars, the glint of sun on water, flash of explosions, or neon lights will have more “pop” and intensity. The Philips 759’s HDR, while good, can look comparatively “subdued” in these moments . If the user watches a lot of HDR content (4K Blu-rays, Dolby Vision streaming) and craves that extra punch, a higher-tier OLED delivers a visible boost in dynamic range.
Moreover, QD-OLED models maintain better color saturation at high brightness – with no white subpixel, they don’t wash out the color of bright objects. As FlatpanelsHD notes, WOLED TVs (like Philips/LG) dilute colors in very bright highlights due to the white subpixel, whereas QD-OLEDs can show extremely vivid colors even in the brightest elements . For example, a bright red or green laser beam in HDR will stay deeply colored on a QD-OLED, while on a WOLED it might appear a bit paler when at peak brightness. This is an important consideration for those who want the absolute best picture quality.
Verdict on brightness: If HDR impact is a priority, yes – certain non-Ambilight models offer a clear benefit. TVs like the LG G3, Samsung S95C, or Sony A95L are in a different league, making HDR “a consistently stunning experience” even in larger, brighter scenes . You’d be trading Ambilight’s immersive glow for a fundamentally more capable HDR display.
• Color Accuracy & Processing: Brands like Sony and Panasonic have a reputation for out-of-the-box picture accuracy. If the user is a videophile who values the most accurate image (faithful to the director’s intent), sets like the Panasonic MZ1500/MZ2000 or Sony A95L might be appealing. Panasonic in particular targets home-cinema enthusiasts with very precise image tuning (their OLEDs are used in some studios for mastering). That said, Philips’ accuracy in Filmmaker Mode is already quite good, and any differences can often be calibrated out. Motion handling is an area Sony excels in – fast action and panning shots on the Sony A80L/A95L will be exceptionally smooth with minimal artefacts, due to Sony’s industry-leading motion interpolation. If the user watches a lot of sports or fast-paced content, this could be a plus for Sony.
Philips’ P5 engine is no slouch, but some purists find Sony’s approach more naturally cinematic (Philips can be a tad too sharp or too eager with dynamic contrast by default, though these can be adjusted). If using external devices, note that Sony and LG support technologies like Dolby Vision IQ (ambient-aware DV), while Samsung doesn’t have DV at all. If the user has a large Dolby Vision UHD Blu-ray collection, losing DV (by going Samsung) might not be ideal – though HDR10 base layer is still good.
Verdict on processing: Sony’s OLEDs could justify losing Ambilight if the user values the absolute best upscaling and motion for mixed content. Panasonic’s OLEDs could if the user values reference color accuracy. These are somewhat fine distinctions – the Philips is already quite competent – but for the very discerning eye, there are gains to be had. Again, these come at higher cost and often lower brightness unless one jumps to Sony’s A95L QD-OLED.
• Gaming and Other Features: While gaming isn’t critical to the user, it’s worth noting LG’s OLEDs (C3/G3) and Samsung’s offer the most comprehensive gaming feature set (4K@120Hz, VRR including G-Sync and FreeSync, HGiG mode for HDR gaming, etc.). Philips 759 actually is well-equipped with VRR and 120Hz support on all ports now , but LG has a more mature game mode with very low input lag and a “Game Optimizer” dashboard. If the user might dabble with a PS5 or Xbox, LG/Samsung sets are known to be essentially the best gaming displays (Sony is a bit behind with only two 4K120 ports and higher lag). So if someday gaming becomes more important, a non-Ambilight OLED like an LG C3 might be more satisfying on that front. However, since it’s not a current priority, we won’t weigh this too heavily.
• Smart TV platform: Not a big factor for this user, as they use external streamers. But for completeness: LG’s webOS and Samsung’s Tizen have more apps and potentially better long-term support than Philips’ Titan OS. Sony and Panasonic use Google TV or MyHomeScreen respectively, which have their own strengths (Google TV is robust but can be heavier; MyHomeScreen is lightweight but fewer apps). If one were to care, Google TV (Sony) has the benefit of lots of apps and Chromecast built-in, and webOS (LG) has a very polished interface for streaming. In any case, since an external device is used, the difference is moot beyond initial setup convenience.
• Ambilight alternatives: If the user does switch to a non-Philips TV, there are ways to add a similar bias lighting effect. For instance, Philips Hue offers a “Play HDMI Sync Box” and Hue Gradient lightstrip that can sync with on-screen content (from an HDMI source) to project lights on the wall, essentially replicating Ambilight for any TV. The experience is comparable, though not as perfectly integrated – and it costs a few hundred euros extra for the box and lights, plus the setup can be a bit fiddly. Other DIY Ambilight kits (like Lightpack, Raspberry Pi solutions, or the Govee Immersion kits with a camera) exist too. These solutions mean that if the user chooses, say, an LG or Sony OLED for its superior picture, they could still enjoy a form of Ambilight. However, it will never be as seamless as the built-in system on a Philips (integrated into TV settings, no additional latency for syncing, etc.). So this is an important consideration: How much do they value Ambilight? Many who get used to it absolutely love it (as evidenced by the user themselves and reviewers who became “Ambilight believers” after testing it in dark rooms ). It does add genuine immersion for movies, expanding the perceived screen size and wow factor in its own right. If giving that up would diminish enjoyment significantly, then the improvements of another TV must be correspondingly large to compensate.

Bottom line – OLED vs OLED: For around €2,000–€2,500, the user could get a 77″ LG C2/C3 or Sony A80K/A80L, which would give a small bump in HDR brightness and possibly fewer software quirks, but they’d lose Ambilight and HDR10+ support. These mid-range alternatives are excellent TVs, but not a night-and-day upgrade over the Philips 759 – more a moderate step up in refinement. On the other hand, spending closer to €3,000–€3,500 on an LG G3 or Samsung S95C would yield a dramatic improvement in picture brightness and HDR impact  . In a dedicated home cinema (especially if sometimes used with a bit of ambient light or for HDR-intensive content), that could absolutely be worth it – essentially trading Ambilight for the best-in-class OLED image. If the user’s goal is the ultimate image quality for movies, one of those flagship OLEDs (or Sony’s A95L if budget allows) is arguably a better investment in the long run. They might miss Ambilight initially, but could consider adding bias lights later; the sheer image performance might win them over.

However, if the user loves the Ambilight ambiance and finds that integral to their enjoyment, and is satisfied with “very good” as opposed to “bleeding-edge” picture quality, the Philips 77OLED759 remains a fantastic option for the price. It delivers a huge OLED image that will already be a massive upgrade over smaller TVs, and the Ambilight will enhance dark-room viewing in a way no other TV does natively. It’s also the safe choice financially – roughly €1,000 less than those high-end sets. That savings could even go toward a better sound system or more content.

To help summarize the trade-offs, here’s a brief Pros & Cons comparison of sticking with the Philips Ambilight TV vs. opting for a top-tier non-Ambilight OLED:

Ambilight OLED (Philips 77OLED759) Higher-End Non-Ambilight OLED (e.g. LG G3, Samsung S95C)
+ Ambilight’s immersive lighting enhances every viewing – a unique cinematic atmosphere you already enjoy (built-in, no extra setup). – No Ambilight: You’d lose the built-in bias lighting effect (could only replace it via external kits). The viewing experience would rely on just the screen; some find this less immersive in dark rooms.
+ Excellent black level and contrast (OLED) with good HDR performance for most films. Handles dark scenes wonderfully; OLED “wow” factor in a dark home cinema is still there. + Superior HDR brightness and punch: Bright highlights 1.5× to 2× brighter  ; more impactful HDR visuals, better in any ambient light. Wider color at high luminance (especially QD-OLED) for more vibrant, true-to-source colors .
+ Much lower cost (~€1k less for similar size). Very high value – you get a 77″ OLED and Ambilight for under €2k. – Higher cost per inch: These models can push or exceed the €3k budget (though they’re the best in class). You pay a premium for the incremental quality gains. Diminishing returns: 2× price doesn’t mean 2× overall picture quality, though certain aspects (brightness) are greatly improved.
+ Comprehensive format support: Dolby Vision, HDR10+, etc. (Some competitors like Samsung lack DV) – Philips covers all bases for content compatibility . + Refined processing and features: Generally better motion, possibly less image banding, gaming features (ALLM/VRR) are equal or better. OS platforms with more apps (webOS/Tizen/Google). These sets often win awards as the reference TVs of the year – you’d be getting the current state of the art.
+ Ambilight aside, overall image is “great for the money” – many owners are extremely happy with Philips OLED picture quality at this level. It’s only when directly compared to the flagships that its shortcomings (slightly lower peak luminance, etc.) are evident . – No bias lighting integration: While you can add external Hue Sync lights, it’s extra cost (~€300+) and complexity (HDMI box) and may not work with internal apps. Also, more brightness from the panel can be a double-edged sword in dark rooms – bright flashes might be harsher on the eyes without bias lighting to mitigate.

In summary, if the very best picture performance is the goal and budget can stretch, a higher-end OLED (non-Ambilight) can be worth sacrificing Ambilight – you’d gain in HDR realism what you lose in ambient lighting effects. If the ambiance and unique immersion of Ambilight are a core part of the enjoyment (and you’re content with “plenty good” image quality), then the Philips 77OLED759 remains perhaps the ideal choice.

Finally, we consider whether even larger screen options might make sense for the user’s home cinema – specifically projectors, since the user values a “very large image.” OLED TVs top out around 83″ (with 97″ being extremely expensive), so to go beyond that (100″, 120″ and up), projection is the typical path. Let’s explore how projectors (both Ultra-Short-Throw and traditional long-throw) compare to a big OLED TV for home cinema use.

Exploring Alternative Display Technologies: Projectors vs. Large OLED TVs

For a true theater-sized image (100 inches or more), projectors are the primary alternative to large TVs. There are two main types suitable for home cinema:
• Ultra-Short-Throw (UST) Laser Projectors (so-called “Laser TV” projectors) – These sit just inches away from the screen/wall and use a laser light source. They can produce 100–120″ images from a cabinet below the screen, making them living-room friendly.
• Conventional Long-Throw Projectors – Mounted on a ceiling or back wall, using either lamp or laser, projecting across the room onto a screen. These are the classic home theater projectors that can produce very large images (100–150″ or more) given enough space.

Both options can deliver a much larger picture than any OLED TV, but they come with trade-offs in image quality, setup complexity, and performance under ambient light. Below, we’ll weigh the pros and cons of using projectors (UST or traditional) versus a large OLED TV for home cinema.

OLED TV vs Ultra-Short-Throw (UST) Projector

Ultra-short-throw (UST) projectors can create 100″+ images from a small console just inches from the wall (as shown above). They offer a big-screen experience in living rooms without ceiling mounting, but still require a proper screen and controlled lighting for best results.

Picture Size & Immersion: UST projectors excel at delivering giant screen sizes in a small room. It’s trivial for a UST to cast a 100″ image (and many can go up to ~120″ or even 150″). No commercially available OLED or LED TV can reach 120″ without astronomical cost – the largest “mainstream” TV sizes are 83″ and some 98″ LCDs. So for sheer size-per-euro, UST projectors win. If the user really yearns for bigger than 77″, a UST can provide that cinematic wall-filling image  . The experience of watching movies on a 120″ screen can indeed feel more like a real cinema and can be very impressive for guests.

Image Quality (Contrast, Brightness, Color): This is where OLED TVs maintain an edge. An OLED has infinite contrast – every pixel can be fully off for true black. Projectors (even high-end ones) project onto a screen and cannot achieve true black if any ambient light is in the room, and even in a dark room, the black level is limited by residual light on the screen. UST projectors typically use DLP or 3LCD technology and while the best ones have decent contrast, they generally can’t match OLED’s inky blacks or contrast in dark scenes . HDR on projectors is also inherently constrained: a UST might output somewhere in the range of 2,000–3,000 lumens, but when spread over a 100″ screen, the HDR highlights don’t reach anywhere near the nits levels of a high-end TV. Modern UST projectors (with lasers) are fairly bright and can produce vibrant images, but even the brightest still fall short of the perceived brightness and punch of a good OLED in HDR scenes . The dynamism and vibrancy of a TV in a lit room will surpass a projector’s image, which can look flatter if there’s ambient light .

That said, USTs are improving. Many UST laser projectors boast wide color gamut (some even approach P3 coverage) and can throw a satisfying image for movies. Colors on a good ALR screen look rich, and lasers maintain color over time better than lamps. But in side-by-side comparisons, reviewers note that big TVs deliver better overall picture quality with fewer compromises than USTs – better black levels in dark rooms, and brighter, more vivid images in brighter rooms  .

Ambient Light & Screen: UST projectors market themselves as TV replacements for living rooms, since they sit up front and often come with a bundled screen. They do retain more brightness than traditional projectors because they’re so close (less distance for light to scatter) . However, to get the best out of a UST, you must use an Ambient Light Rejecting (ALR) screen designed for UST use . These screens have special optical layers to reflect the UST’s light towards viewers while rejecting some ambient light from above. Without an ALR screen, a UST’s image will look washed out except in a dark room. The ALR screen adds significant cost (often several hundred euros) and often needs to be a fixed frame on the wall (some are motorized roll-up but those are very expensive) . This somewhat negates one advantage of projectors (the ability to have the screen disappear when not in use) – many affordable ALR screens for UST are fixed, which means you’ll have a big fixed panel on your wall anyway, similar to a TV in presence .

Even with ALR, UST projectors are not magic in bright daylight – they still perform best in dim or controlled lighting. A big TV like an OLED or a bright LCD will actually cope with daytime viewing better (since they emit light directly and have screen coatings to improve contrast in bright rooms). So if the user wants to also watch casually with lights on or during the day, the TV holds an advantage – a UST would require lowering blinds and accepting a somewhat faded image unless you have a top-tier ALR screen and a very bright projector. In essence, ambient light remains an enemy of projection, UST or not .

Setup & Ease of Use: UST projectors are easier to accommodate than traditional projectors: you don’t need to ceiling-mount or run long cables across the room . They sit on a low TV stand, just a few inches from the wall. This makes them appealing for multi-use living rooms. However, USTs can be tricky to set up correctly – alignment is critical. If the projector is not perfectly placed (to the millimeter) and the screen not perfectly flat, you’ll see distortion or focus issues at edges . Getting that huge image perfectly rectangular on the screen can take some fine-tuning (although many USTs have built-in warping correction tools). Also, the cabinet or stand must be at an exact height. Any slight jostling of the projector can misalign the image. By contrast, a TV is plug-and-play – just mount or place on a stand and it’s done.

UST projectors are bulky boxes (some look like oversized laser printers) and they need to sit a couple of feet out from the wall (usually 10–20 inches from the wall to achieve 100″). So you do need a decent size console table for them. They also generally have fans for cooling the laser (not extremely loud, but a soft hum is common). An OLED TV is silent and slim.

Noise and Maintenance: OLED TVs are virtually maintenance-free – no bulbs to replace, no filters to clean, no noise. UST lasers have long life (20,000 hours or more), so you won’t be changing lamps like old projectors (that’s a plus), but they do have air filters and vents that might need occasional dusting. And as mentioned, fan noise is present – typically a low whoosh that’s usually drowned out by movie audio, but in quiet scenes you might hear it faintly. Traditional projectors often have even louder fans, especially high-brightness models.

Sound: Many UST projectors come with built-in soundbars on the front, some with Dolby Atmos attempts. For example, Hisense and others advertise pretty robust audio from their UST units, since they figure the projector may replace a TV (thus they try to make it an all-in-one). The sound from a good UST can be surprisingly decent (better than the tiny speakers in most flat TVs). Still, it won’t beat a proper surround system or a high-quality soundbar. The Philips TV in question has basic speakers, so either way, one might use an external audio setup for true home cinema sound.

Cost: The equation of cost between a big TV vs UST projector has evolved. It used to be that projectors were far cheaper per inch. But now we have seen 85″, 98″ TVs drop in price and projectors with fancy tech can be pricey. For instance, in the UK a 98-inch TCL LCD TV was recently on sale for £1,799 , which is comparable to many UST projectors’ prices, and our current Award-winning UST (Hisense PL1) costs about £1,499 . On face value the projector is cheaper, but once you add the cost of a proper ALR screen, the total often ends up similar to the TV . As What Hi-Fi put it: “The projector is a bit cheaper, then, but once you’ve added the high-gain screen that is vital, there will be practically nothing in it.” .

In other words, a good 100″ UST setup might cost ~€2,000 (e.g. €1,500 for the projector + €500 for screen), which is about the same as a 77–83″ OLED or an 85–98″ mid-range TV nowadays. So the cost advantage of projection has largely disappeared at these sizes . With prices of big TVs coming down, unless you truly need above 100″, a large TV tends to be the more straightforward choice.

Overall Pros & Cons – OLED TV vs UST Projector: To encapsulate:
• A UST projector gives you the wow factor of a massive image size (100″+ truly fills your field of view in a way a 77″ can’t) and integrates into a living room better than a ceiling-mount projector. It’s great for that cinematic scale, and modern USTs with ALR screens can look very good for movies in dim lighting. It’s a compelling option if the user feels 77″ is still not big enough and they want to approach the feel of a mini movie theater at home.
• However, an OLED TV will deliver a superior image quality in contrast, black level, and HDR in most situations. It’s also easier to use (no fussing with alignment or screens, no noise, instant on/off, etc.), and usually more versatile (works better in bright conditions, no worry about kids or pets blocking the projector beam since it’s a TV, etc.). In daily life, a big TV is generally “easier to live with” than a projector .

What Hi-Fi’s comparison sums it up well: “When it comes to on-paper pros and cons, the benefits of a big-screen TV now generally outweigh the benefits of a UST projector. Not only will a TV usually offer a better picture – which is surely the most important consideration – they’re just easier to live with in most situations. There’s not even a cost benefit anymore.” . They go on to note that a UST is still worth considering if you must have 100″+ or have a dedicated light-controlled room and want that authentic projector feel  – because indeed, there is something special about watching movies on a projection screen, a certain “cinematic” vibe that even the largest TV can’t fully replicate .

For the user’s context: since they specifically mention home-cinema usage, presumably in a dim/controlled lighting environment, a UST projector could be an option if they crave a truly enormous image. But they should be prepared for more complex setup and potentially using a proper screen and dark room for best results. Also, an OLED with Ambilight already gives a pseudo-extended image (Ambilight can make a 77″ screen feel a bit larger by lighting up the wall).

What About Traditional Projectors?

In addition to UST, a long-throw projector (ceiling or shelf mounted) with a big screen is the classic route to go even larger (120″–150″). Many considerations overlap with UST, but a few differences:
• Pros: Traditional projectors tend to be cheaper for a given image size (you can get a decent 4K projector for €1,000–€2,000, and a 120″ screen for a few hundred, which per inch is far cheaper than any TV). They also allow more flexibility in screen type (you can use a retractable screen that hides away in a cabinet or ceiling when not in use, preserving your room aesthetics when it’s movie time only). High-end models like JVC D-ILA or Sony SXRD projectors offer outstanding black levels and rich, filmic image quality (some enthusiasts argue that a good projector on a large screen delivers a more “cinematic” image texture that resembles what you see in a commercial cinema, as opposed to a super bright TV which can feel “hyper-real” for movies).
• Cons: However, traditional projectors absolutely require a dark, light-controlled room for best performance . Any ambient light will wash out the image significantly (even more so than UST, because they usually don’t use ALR screens except specialty setups). They also require space – you need the throw distance (for example, ~3–4 meters distance for a 100–120″ image, depending on the lens). Installation can be invasive (ceiling mount, running power and HDMI to the projector location). There’s fan noise (some projectors get quite loud, though high-end JVC/Sonys are quieter in low lamp mode).
Traditional projectors use either lamps (which dim over time and need periodic replacement) or lasers (which last long but are pricier upfront, e.g. high-end laser projectors can cost as much as a flagship OLED or more).
• Image quality vs OLED: In a completely dark room, a high-end projector can actually deliver a very impressive image. JVC projectors, for example, are known for deep blacks (thanks to dynamic irises and D-ILA tech) – still not OLED black, but in a dark theater environment with a reflective screen, the experience can be excellent. The screen size itself adds immersion – a 120″ screen fills your vision such that you may not notice the lower pixel density or the slightly less contrast because you’re drawn into the content. HDR on projectors is improving via dynamic tone mapping (e.g., projectors analyze HDR content and adjust so that you get the maximum detail and reasonable highlight intensity given the limited brightness). But you will never get the blinding specular highlight on a projector like you can on a high-brightness OLED – projectors simply can’t hit 1000+ nits on screen; they often top out equivalent to maybe 100 nits full-screen, 200–300 nits for small highlights after tone mapping. So HDR is more about expanded contrast and color, not true light intensity. Some find this acceptable (more akin to how HDR would look in a cinema projector, which also can’t hit TV-like nits), others prefer the punch of a TV for HDR.
• Use case: A traditional projector is best if the user is considering a dedicated home theater room (with dark walls, ceiling, etc.) where you want a retractable screen and a completely authentic theater feel with no TV visible most of the time. It’s a bit beyond the scope of a casual living-room setup. If the user was considering making a separate room a theater, this could be an avenue: you could keep a TV for everyday use and a projector + big screen for special movie nights. But since the user is comparing directly with the idea of buying a 77″ TV for their home cinema, I suspect they mean to use it in a living area or multi-function room, where a projector might be less convenient.

OLED TV vs Projector – Pros/Cons Summary:

For clarity, here is a concise pros and cons table comparing Large OLED TVs with Projectors (UST and Traditional) in the context of a home cinema:

Large OLED TV (e.g. 77–83″ OLED) – Pros & Cons Projector (UST or Traditional) – Pros & Cons
Pros: Exceptional picture quality – perfect blacks and high contrast, with vibrant HDR that retains punch even with some ambient light . Color accuracy is high; image is bright and doesn’t wash out easily. Pros: Huge image sizes possible – 100″, 120″, even 150″ for a truly immersive theater-like experience that no mainstream TV can match  . The sheer scale can be more engaging for large audiences or big rooms.
Pros: Easy setup and everyday use – mount it or put it on a stand, and you’re done. No alignment issues, no special screen needed, works out-of-box. No fan noise, instant on/off, low maintenance (no bulbs). Easier to switch between content/apps, etc. Pros: For dedicated dark-room viewing, good projectors create a film-like image that many cinephiles love – less “TV-like” and more like actual cinema. The light on a big screen can be easier on the eyes for some (softer, reflected light vs direct emission). (Some viewers report a projected image feels “more cinematic” and less fatiguing in a dark environment than a very bright OLED.)
Pros: Performs well in mixed lighting – you can watch with some lights on or during daytime (especially newer OLEDs with anti-reflection coatings and high brightness). A TV maintains consistent quality in various conditions . Pros: Space-saving (traditional projector) – if using a retractable screen, you can have a huge image only when needed and hide it when not in use, leaving a blank wall or artwork. (UST doesn’t quite offer this unless you invest in an expensive motorized ALR screen.) The projector itself can be ceiling-mounted out of sight (for long-throw), preserving living room aesthetics.
Cons: Maximum size is limited – OLED TVs above 83″ are prohibitively expensive (e.g. 97″ OLED costs tens of thousands). Even 83″ is ~€5k+ typically. So if 77–83″ feels too small, a TV can’t economically go much bigger (except some 98″ LCDs, which have their own image quality compromises). Cons: Needs light control – Projectors (even UST with ALR) really need a dim or dark room for best results . Ambient light will wash out contrast and colors significantly. They are not as versatile for daytime or lights-on viewing, making them primarily for “lights-off” movie sessions.
Cons: Cost per inch – while OLEDs offer incredible quality, larger sizes get exponentially pricier. You pay a lot for each additional inch. For the price of an 83″ OLED, you could get a projector + screen that yields a much larger image (though perhaps not the same image quality). Cons: Lower contrast and black level – Even the best projectors can’t hit true black like OLED. Dark scenes will have some grayness unless the room is pitch black and walls are dark. HDR peak brightness is very limited ; projectors cannot reproduce the intense highlights that OLED (or even LCD) can. They rely on tone mapping and often you sacrifice highlight detail or brightness.
Cons: A large TV is a big physical presence – a 77″ TV on the wall is there even when off (if that matters aesthetically). Also, screen reflections can be an issue in bright rooms (OLEDs have glossy screens typically), though much mitigated when off-axis lighting is controlled. Cons: Setup complexity – USTs require careful alignment and an expensive ALR screen (which might be fixed, always visible)  . Traditional projectors require mounting, running cables, and often professional calibration for geometry/color. Fan noise can detract in quiet scenes. Maintenance like bulb changes (for lamp models) and cleaning is an ongoing consideration.
Cons: No Ambilight on non-Philips TVs (but we’ve covered that earlier – bias lighting can be added externally if needed). Cons: Sound and convenience – Though USTs have built-in soundbars, many projectors have weak sound and virtually all serious setups will need a separate audio system. Also, projectors typically don’t have built-in TV tuners or robust smart platforms (some USTs do run Android TV, but long-throws often have none), so you’ll be using external sources 100% of the time, like an AV receiver with HDMI inputs, etc. It’s a more complex system approach vs the “all-in-one” nature of a TV.

In essence, for most users, a large high-quality TV (like a 77″ OLED) will provide a better overall viewing experience than a projector for home cinema – unless the top priority is maximizing image size. Since the user already finds 77″ appealing and has not explicitly said 77″ is not enough, it sounds like they’d be happy with that size (especially coming from something smaller).

But if the user is truly chasing the big-screen cinema feel and is willing to accept some compromises, a UST projector could be an interesting alternative: it would give them an image size maybe 50% larger (100″ vs 77″ is a big area jump), and with a good ALR screen in a dimmed room, the experience can be very engrossing. They’d have to give up the perfect OLED blacks and Ambilight, but they’d gain sheer scale.

A traditional projector might be considered if they want even more (like 120″+) and perhaps have a dedicated space. But given they were initially looking at a 77″ TV for under €2k, going for a full projector setup might be a bigger project than they had in mind.

To conclude this section, let’s highlight a few points with sources:
• An ultra-short-throw projector is great for size, but requires an ALR screen and careful setup; with those, it can deliver 100″+ images easily, yet a big TV will still generally look better (higher contrast, brighter in ambient light) and be simpler to use  .
• Pricing is no longer a clear win for projectors at ~100″ – a 98″ TV at ~£1800 vs a UST at £1500 + ~£500 screen means “practically nothing in it” cost-wise . So it really comes down to what the user prioritizes: raw size vs absolute image quality and convenience.
• There is an intangible “wow factor” to a projector-based home cinema. As noted by enthusiasts, “there’s something special about watching movies at home on a big projector screen” in a dark room  that even the largest TVs struggle to replicate, because of how the projected image is perceived (reflected light, cinema-like). If the user dreams of that, then exploring a projector could be worthwhile. Otherwise, a large OLED with Ambilight might strike the best balance of immersion and quality.

Pricing, Availability, and Value (2024)

OLED TVs: The Philips 77OLED759 itself was launched in 2024 (Philips’ lineup naming suggests OLED7x9 for 2024) and is widely available in Europe now. Its price of €1,940 in Germany is likely a promotional or street price (possibly a slight discount from MSRP). Given that even smaller sizes (65″) were around £1,199 , the 77″ at ~€2k is expected to hold around that level or slightly less in seasonal sales. It’s a tremendously good value for a 77″ OLED in 2024, undercutting many competitors.

In the broader market, 2023 models are seeing discounts as 2024 models roll in. For instance, LG’s 77C3 (2023) which launched around €3,500 has been seen closer to €2,500 or even lower by late 2024, and as noted, LG’s slightly lower 77B3 hit €1,800–€2,000 in some cases . Sony’s A80L 77″ (2023) started higher (~€3k+) but might be on sale near €2.5k now. Samsung’s S95C QD-OLED 77″ has dropped from a ~$4500 launch to around $3500 in the US and similarly in Europe (~€3000). Panasonic’s high-end OLEDs, while not sold in huge volumes, have had significant sales (as What Hi-Fi highlighted, a 65″ MZ1500 went from £2899 to £1699 on a deal ; a 77″ if available would likely be correspondingly discounted, though availability is limited to certain retailers).

2024 models (like LG “C4/G4”, Philips OLED809/908/909, Sony potentially A95L carrying into 2024) are mostly incremental improvements. For example, LG’s G4 is expected to push brightness a bit further and include a stand by default , but those will launch at high prices in 2024. Philips’ 2024 flagship OLED909/959 claim up to 2nd-gen MLA with potential 1800–2000 nit calibrated (even 3000 nit in vivid) panels   – cutting edge, but again those are smaller sizes initially and pricey. None of these 2024 introductions at the high end are likely to be under €3000 at 77″ soon; they are more to note how tech is advancing (e.g. Philips 907/908 from 2023 and 909/959 in 2024 incorporate Bowers & Wilkins sound and super-high brightness, but a 65″ OLED+937 was ~€3500+, so 77″ would be much more).

For the user’s budget (~€2k), the best values in 2024 will be: current discounted 2023 models (like the LG C3, Samsung S90C/S95C, Sony A80L) and possibly clearance of 2022 models (if any new old stock remains, e.g. LG C2 or Sony A80K – but those are becoming rare). The Philips OLED759 itself is positioned as a value champion – as Expert Reviews put it, “feature-packed and appealing for the money”  – offering a lot of bang for buck.

Projectors: In the projector space, good UST projectors like the Hisense PL1 (named in What Hi-Fi) at ~£1499 , or the Xiaomi/Laser versions, are readily available. There are also cheaper ones (around €1000) but quality varies (especially in color accuracy and motion). Traditional projectors: one can get, for example, a BenQ W2700i (mid-range 4K DLP) for ~£1,999 , or step up to an entry JVC DLA-NP5 (native 4K lamp projector) at around €6k – but that’s beyond our scope. Mid-range like Epson LS11000 (laser 4K via pixel shift) ~€4k or Sony XW-series (like XW5000ES laser ~€5000). Those are more expensive than the TVs we discussed, ironically. So unless going for a budget DLP, a high-end projector can actually cost more than a 77″ OLED while still requiring a screen and delivering lower contrast.

One noteworthy alternative: some large LCD TVs (non-OLED) have become relatively affordable – e.g. 85-inch LCD TVs from Sony/Samsung can be found ~€2k, and as mentioned 98-inch models from TCL or Hisense around ~€3k (albeit those are typically lower-tier models with less advanced dimming). The user specifically is into OLED and image quality, so they didn’t ask about these, but it’s a footnote: a 98″ LCD like that TCL 98P745 (mentioned at £1799 ) gives sheer size at a low cost, but with only mediocre picture quality (edge-lit or basic local dimming, etc.), so probably not as appealing for a dark home cinema where black level matters.

Conclusions and Recommendations

1. Philips 77OLED759 vs OLED Alternatives: The Philips 77OLED759 is a strong choice for a home-cinema TV if the user values screen size and Ambilight while keeping to a budget. It offers a massive OLED image with the unique Ambilight immersion that the user already enjoys, and it does so at a price that undercuts most 77″ competitors by a significant margin. Its picture performance, while not class-leading, is very solid – in dark room movie viewing, it will deliver the OLED benefits (inky blacks, rich colors) that make films look fantastic. Its main weakness is the limited peak brightness for HDR, meaning it won’t render HDR highlights as spectacularly as some newer OLEDs. If the user is particularly sensitive to HDR performance and wants more “wow” from bright elements, they should consider spending a bit more on a higher-tier model.

Top OLED contenders under ~€3000 include the LG C3 77″ and Samsung S95C 77″ (or S90C). The LG C3 is a safe all-round pick – it has slightly better brightness than the Philips and superb gaming capabilities, plus wide support (except HDR10+). It lacks Ambilight, but one could pair it with a Philips Hue Sync box to approximate that. The Samsung S95C (QD-OLED) is another compelling option: it was rated slightly higher than the G3 by TechRadar for value , offering nearly the brightest OLED image available and extremely vivid colors. Samsung doesn’t do Dolby Vision, which might be a drawback for some movie content (since the user uses external streaming, and e.g. Netflix uses DV – it would fall back to HDR10 on Samsung). If DV is important, LG or Sony are preferable.

Sony’s A80L is a bit dimmer than LG C3, but with arguably better motion and a very cinematic image processing; however it’s often priced slightly above LG for similar panel performance. Sony’s A95L QD-OLED is arguably the ultimate picture quality choice (it won awards as one of the best TVs ever in 2023), but at ~€4k it’s beyond the original budget – not really a high-value pick unless the user is willing to splurge for perfection.

Panasonic’s OLEDs (like the MZ1500) are excellent for film lovers (accurate and with both DV and HDR10+), but they are harder to find and may require a separate audio solution due to their built-in sound (though good) possibly not matching a dedicated system. If a deal on a 77″ MZ1500 brings it near €2k, it would indeed be a steal for its quality , but availability is the question.

Overall, if the user is happy with the Philips 77OLED759’s picture in store demos or reviews, and places a high value on Ambilight, it may well be the best option for them – it’s hard to beat the combination of price + size + Ambilight. They’d be getting a very large upgrade in size and maintaining the experience they like.

However, they should be aware that for an extra €500–€1000 (i.e. stretching to the €2500–€3000 range), they could acquire an OLED TV that delivers noticeably better HDR performance (brighter highlights, potentially better color volume) and possibly fewer software quirks. If they decide Ambilight is not a must-have, the LG 77G3 (if a good deal is found) or Samsung 77S95C would be top recommendations for pure image quality – these are the kind of TVs that videophiles drool over, and would future-proof the setup for years. The LG G3 was lauded for taking OLED “to a new level” of brightness  and would make HDR movies really shine in a way the Philips can’t. The Samsung QD-OLEDs would give colors an extra kick that might impress as well, albeit with the trade-off of no Dolby Vision.

1. Projector alternatives: If the user is considering the projector route because they want an even larger image than 77″ provides, they should carefully consider their room and viewing habits. For a living-room style home cinema that isn’t fully light-controlled, a UST projector + ALR screen is the only semi-practical projector solution – but it will still not match the Philips OLED (or any good TV) in dark scene performance or HDR impact. It will give an immersive 100″+ picture that could be great for occasional movie nights, especially with Ambilight replaced by the sheer wall-to-wall picture. The hassle of setup and the cost being roughly equal to a big TV make it something one should only do if they truly desire the larger size. If the user has a dedicated, dark theater room, then a traditional projector could be awesome – but then, they might even consider keeping Ambilight TV for everyday and a drop-down projector for special occasions, which is another configuration some enthusiasts use. Given no mention of such a dedicated space, I suspect the user’s “home-cinema setup” is likely a single system, so it’s an either/or choice.

To make a pointed comparison: A high-quality 77″ OLED (like the ones discussed) versus a mid-range 4K projector on a 120″ screen will present a classic quality vs size dilemma. The TV will have the better image quality in every technical respect (contrast, brightness, sharpness, motion, etc.), whereas the projector will have the grander scale. Many experts lean towards image quality being king – especially since 77″ is already quite large – recommending the TV for most people . But if the user’s heart is set on replicating a true theater, they might accept the compromises of projection.

1. Final Advice: Given the user’s stated preferences and considering 2024 market conditions, here are some concrete recommendations:
   • The Philips 77OLED759 is indeed one of the best-value big OLEDs and likely the only one with Ambilight at this size and price. If the user prioritizes the Ambilight experience and a hassle-free large TV, go for it – it’s unlikely they’ll find another 77″ OLED near that €1940 price that isn’t a Philips of some sort. (Philips also has the slightly higher model 77OLED8xx – if that’s available around maybe €2.3k and within budget, it could be worth considering since it offers higher brightness  and still has Ambilight. But the difference may not justify a big price jump, as it might still lack MLA etc. The OLED759 is newer and has Titan OS vs OLED8xx with Android – since smart platform is irrelevant to the user, that’s moot except the OLED8xx might have slightly better panel.)
   • If the user is curious whether spending ~€600–€1000 more could deliver a much better picture, they should consider demo-ing a flagship OLED (like LG G3 or Samsung S95C) in person. The difference in brightness and HDR impact can be seen, and they can decide if that is “worth” losing Ambilight. For example, seeing an OLED759 next to an OLED907 or LG G3 in a showroom with the same HDR demo could be illuminating (pun intended). If they find the brighter TV’s image significantly more appealing, they might lean that way. If they find both outstanding and love the Ambilight on the Philips making it more immersive, that answers it too.
   • On projectors: If they have not experienced a modern UST projector demonstration, it might be worthwhile to see one. Some AV stores have UST setups. They may find that in anything but a blackout environment, the image doesn’t satisfy after being used to OLED. Or they might be wowed by the size. One Reddit user asked “Will I regret switching from OLED to UST projector?” and the consensus was that OLED produces a better image than even a high-quality projector, especially with any ambient light . That’s a common sentiment: you have to accept a drop in picture quality for the gain in size.

In the end, for a single-display home cinema setup, a large OLED TV is typically the safer, more all-purpose choice. It will perform consistently for all content (movies, shows, even gaming and sports) and require little fuss. The Ambilight on Philips pushes its case further by adding some of that peripheral vision engagement that projectors naturally have with a larger image. Combine the Philips 77OLED759 with a good sound system and a darkened room, and the user will likely be delighted – they’d get a big, high-contrast picture with the extra ambiance of Ambilight, very much a “wow” upgrade from a smaller TV.

To close: The Philips 77OLED759 is arguably the best option if Ambilight is a must and budget is tight to around €2k, delivering a huge OLED screen with only minor compromises (mainly in peak HDR brightness) . If the user can stretch the budget and is willing to part with Ambilight, there are a few excellent OLED alternatives (LG G3, Samsung S95C) that would offer superior picture performance and still be under or near €3k – these might be worth it for the hardcore videophile seeking maximum HDR impact. As for projectors, they are an alternate path for those who prioritize image size above all, but in a typical home setting with multi-purpose use, a large OLED TV will provide a more satisfying, hassle-free cinematic experience 9 times out of 10.

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Sources:
• John Archer, Expert Reviews – Philips OLED759 review (Nov 2024)     . (Details on OLED759 performance, brightness measurements, and value vs competition.)
• FlatpanelsHD – Philips 2024 TV lineup first look . (Info on Philips OLED759 using Titan OS and having 4× HDMI 2.1).
• Expert Reviews – OLED759 review   . (HDR format support and brightness gap between OLED759 and higher models.)
• TechRadar – LG G3 OLED review (Oct 2023)   . (MLA OLED brightness ~1449 nits; comparison to LG C3 ~830 nits and Samsung S95C ~1400 nits; confirms ~70% brightness jump for G3 vs previous gen.)
• FlatpanelsHD – Panasonic MZ2000 review (Aug 2023)  . (MLA OLED ~1500 nits calibrated, QD-OLED still better color saturation; notes on WOLED vs QD-OLED color limitations.)
• FlatpanelsHD – Sony A95L review (Sept 2023) . (Sony A95L hitting ~1400 nits calibrated, ~2000 nits in Vivid – brightest tested OLED to date.)
• What Hi-Fi? – UST projector vs big TV: which to buy? (Nov 2023)   . (Comparative analysis: big TVs deliver better picture quality, easier to live with; cost difference has largely vanished with 98″ TV at £1799 vs UST at £1499+screen.)
• What Hi-Fi? – same article  . (UST projectors need ALR screen for best performance; tricky setup and large form factor.)
• TechRadar – Ambilight OLED TV made me feel like a kid (Nov 2023)  . (Description of Ambilight’s effect on immersion, converting a skeptic when viewed in dark conditions.)
• Reddit r/4kTV – discussion on 77″ LG B3 vs C3 pricing (2023)  . (Prices in EU €1800 vs €2150; consensus that C3’s extra brightness is worth ~€350 more.)
• What Hi-Fi? – Panasonic MZ1500 is a steal at this price (Dec 2024)  . (Example of high-end OLED (65″) major price drop, calling it best TV for the money; implies older flagships can be great value if discounted, albeit stock limited.)
• What Hi-Fi? – UST vs TV conclusion  . (“Benefits of big TV generally outweigh UST now… but projector still has that special big-screen feeling for dedicated rooms or 100″+ die-hards.”)
• Expert Reviews – Price & competition section . (Pricing of Philips OLED759 models, showing 77″ at £1799 and noting LG C4/Philips 809 cost more; LG B4 slightly cheaper but lacks Ambilight and some HDR support.)

06 Jun 2025

Philips Ambilight 77OLED809 4K OLED Smart TV