Philips has just taken the wraps off two exciting new OLED TV ranges designed to build on the reputation for premium design alongside excellent picture and sound that’s helped it become Europe’s fastest growing OLED TV brand.

Those two ranges are the OLED+937s, available in 65 and, for the first time for Philips (and owner TP Vision), 77-inch screen sizes, and the OLED+907s, available in 48, 55 and 65 inch options.

The OLED+937 is a step forward from last year’s hugely impressive OLED+936 range, but the OLED+907 brings something different to Philips’ TV range. So we’ll start by looking at that one in more detail.

The new mid-range Philips OLED+907 OLED TVs feature new OLED panels and a forward facing sound ... [+] system designed by Bowers & Wilkins

The idea behind it, essentially, is to offer something that sits between the already released OLED807 series and the new high-end OLED+937s. The main ways in which it achieves this mid-range position are by offering an improved OLED panel design and sound system over the OLED807s, but carrying less powerful picture processing and audio systems than the OLED+937s.

On the OLED panel front, it happily benefits from both one of the latest EX OLED panel types, which deliver up to 30% more brightness than regular OLED TVs, as well as a heatsink element that helps it run even more brightly (Philips claims1300 nits on a 10% white HDR window) while simultaneously greatly reducing the potential for both temporary and permanent image retention. The 807 by comparison gets an EX OLED panel, but no heatsink.

The OLED+937s also get the EX panel and a heatsink, but additionally they carry Philips’ premium ‘Dual Engine’ picture processing system, which deploys two chips instead of one to achieve better results. The OLED+907 only gets a single-chip iteration of Philips’ new (sixth) generation of its P5 processor.

While the OLED807, OLED+907 and OLED+937 all get audio systems developed through Philips’ successful partnership with British audio brand Bowers & Wilkins, the 907’s 3.1, 80W system steps up from the audio system in the OLED807 by adding a roster of forward-firing drivers in an angled enclosure that hangs from the screens’ bottom edge, and by building in a startlingly substantial woofer-plus-four-passive-radiators arrangement into the TV’s rear.

The OLED+937, with its unique Bowers & Wilkins-designed external speaker enclosure.

The OLED+907’s audio system delivered remarkably dynamic, powerful and detailed results during demos at Philips’ launch event in Berlin. In fact, if you add this audio quality to the OLED+907’s use of a new, more refined/accurate version of Philips ever-popular Ambilight system, where LEDs behind the screen create a halo of coloured light around the screen that can track the colour content of the images you’re watching, the OLED+907 looks like it has all the tools it needs to make a real splash in 2022-2023’s mid-range OLED space.

It’s worth adding that as well as enjoying more ‘resolution’, the latest Ambilight system now also forms part of an Aurora feature that combines Ambilight’s effects with a range of onscreen photographs and videos from Red Bull and The Explorers to give you a sort of ‘screen saver plus’ effect in place of the usual big black screen when you’re not watching the new TVs in earnest.

The OLED+937 treads more familiar ground for Philips, but looks no less impressive and promising for that. What instantly sets it apart from the OLED+907 is its inclusion of a large, heavy exterior speaker enclosure (cutely clad in Kvadrat Audiomix fabric) that also doubles up as the TV’s desktop stand when the TV isn’t hung on a wall.

This speaker enclosure now outputs a mighty 95W of power across a 5.1.2 speaker configuration that demos revealed creates a really huge, room-filling expanse of three-dimensional audio space. This unlocks the splendours of Dolby Atmos soundtracks potentially more effectively than any other TV sound system I’ve heard to date. There was even a sense of sound actually coming from behind my seating position during the demo, and that just never happens with TV sound systems.

Key among the new additions to the P5 picture processing system found on the OLED+907 and OLED+937 is an Advanced HDR system which uniquely - according to Philips - enhances HDR performance by analysing the incoming picture on a frame by frame rather than the more typical scene by scene basis.

Detail of Philips' new 9507 Mini LED TVs.

Both the OLED+937 and OLED+907 ranges support all the latest gaming features of 4K/120Hz, variable refresh rates (including AMD Freesync Premium and Nvidia G-Sync), and automatic low latency mode switching.

While the new OLED TVs were given the most attention by Philips at its Berlin unveiling event, the brand also unveiled a potentially interesting new range for people looking for brighter TV options in the shape of the PML9507s. These 55, 65 and 75-inch TVs use mini LED backlighting technology to deliver a claimed 1500 Nits of peak light output; carry the latest 6th generation of Philips’ P5 picture processor and the latest Ambilight system; and again feature powerful audio in the shape of a 2.1 system with down-firing tweeters, two mid-range drivers, a separate triple-ring subwoofer with twin passive raditors, and 70W of power.

All three of these new Philips ranges will be powered by the Android 11 TV operating system, and will continue to support all of the current HDR formats, including HDR10+ as well as Dolby Vision.