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I was in the market for a TV a few years ago and after doing some research I concluded that quite a few of the best/bang models were from TCL. Of course, they weren't the bottom of the barrel models, and you have to do your homework ahead of time.

I’ve got a 55” 4k set and I definitely don’t have that problem - I live in the Oregon high desert, where we get a ton of sun, and with my set located about 8’ from a 9’ x 16’ picture window I have never had trouble seeing even dark movies, a la Blade Runner, midday.

If you haven’t yet, try turning on (or up) the micro contrast feature in the picture/display settings. Won’t solve everything, but can make a lot of dark scenes in a bright room a lot clearer to watch.