Panasonic's move to Fire TV is smart but there are pitfalls

Panasonic’s transfer to Hearth TV is wise however there are pitfalls


OPINION: Mid-way by way of 2023 when Panasonic launched its full TV line-up, I wrote about the way it was a wise thought to supply a variety of totally different interfaces to enchantment to clients.

Little did I do know then that the introduction of its first Hearth TV mannequin was a precursor to the Japanese electronics producer including Hearth TV to its 2024 flagship OLEDs. Panasonic is probably not fairly the mover and shaker it as soon as was within the TV world having withdrawn from North America and different territories, however that is nonetheless massive information.

My Residence Display was its personal bespoke good interface – tailor-made to be a easy affair, one which averted the problems of others. The distinction between it and Amazon’s Hearth TV is big, and as I discussed earlier than CES 2024, the deal with UIs grows ever extra every year.

Certainly this needs to be considered as a win for each side, proper? And but, there’s one thing nagging me. Perhaps I’m a perennial pessimist, first with synthetic intelligence in my sights, and now Panasonic/Amazon’s collaboration.

Whereas it’s a wise transfer for Panasonic, and one it arguably ought to have made earlier, there are potential points that warrant a point out.

Panasonic Z95A 77in and 65in

Let me flesh out the nice factors earlier than I get to my considerations.

The primary constructive is that this crew up with Amazon offers Panasonic all of the apps it was lacking. Assessment after assessment, I wrote that My Residence Display’s vary of apps lined all the massive streaming video weapons – Netflix, Prime Video, Apple TV+, Disney+ – however in different areas it was skint, like somebody emptying their pockets to search out nothing however cobwebs and pennies.

This union offers the corporate every part it was lacking. The Z95A and Z93A OLEDs now have an overfilling closet stuffed with apps that covers sports activities, music, information, video games, and extra apart from. It additionally throws Alexa within the combine – the world’s hottest voice assistant – built-in and accessible by way of the distant or far-field microphone. Should you care about smarts, Panasonic’s TVs at the moment are on the same stage as different manufacturers.

The transfer to Hearth TV additionally builds on the brand new options Panasonic launched in recent times. Amazon’s Hearth TV Ambient Expertise replaces My Surroundings simply sufficient. Panasonic’s personal menu system appears to have been changed (although I’ve a slight concern about that), and naturally, there’s the upside for Amazon.

As talked about by Steve Could in his preview of the Z95A for this website, that is the primary actually high-end Hearth TV available on the market, the interface mated to a TV sequence that’s gained our greatest TV award on various events. In brief, Amazon has partnered with TV excellence.

Whereas this marriage is handy nonetheless, there are the problems I’ve, they usually’re most if not all involved with Hearth TV itself. If these TVs perform like different Hearth TVs, you will have an Amazon Prime subscription – Hearth TV barely capabilities with no log in.

Should you’re already an Amazon Prime buyer then no worries. If not, then Panasonic’s OLEDs have gone from an interface that was accessible as quickly because the TV powered on, to 1 the place you’ll want a Prime sub to see the house web page. It’s like a stealth subscription.

The following situation is that the Hearth TV interface may gain advantage from one other makeover. When the brand new Hearth TV Expertise first arrived, I believed it was higher than what got here earlier than (I can hardly bear in mind the earlier incarnation).

A couple of years later and there’s an untidiness about Hearth TV that appears to impede discovering content material by way of any means aside from Alexa. Scrolling by way of untold rows of content material is a chore however Alexa can do it for you. In spite of everything, why search when you should utilize your voice and Alexa will discover it? Need to open an app – use Alexa. There are two totally different Hearth TV experiences – one with Alexa and one with out.

To be truthful, Alexa is fast and responsive, however there are occasions the place I prefer to go off the overwhelmed path and never have titles waved in entrance of me. If there’s a fault about AI assistants, it’s that their information of you relies on previous behaviour. They will by no means anticipate the temper you’re in, so that you’ll be served the same set of titles until you turn it up, and the one approach AI assistants appear capable of assistance is to offer them unfettered entry to all of the video companies you utilize.

One other situation? Hearth TV is a relentless promoter of all issues Prime Video and Freevee, nearly to the exclusion of different streaming platforms.

Panasonic Z95A right vs MZ980 leftPanasonic Z95A right vs MZ980 left

Hearth TV is, in spite of everything, Amazon’s platform; so it’s nicely inside its rights to flex its model muscle mass, however whenever you take a look at Roku or Sky’s Leisure OS, there’s a democratisation that enables you uncover new issues as an alternative of being boxed into Prime Video. That doesn’t imply I gained’t watch what’s on Prime Video, however I don’t like being fenced in.

Then there’s Hearth TV/Prime Video’s cut up persona, providing picks from streaming companies, programming that you could purchase outright or different titles that you could lease; in addition to all the opposite extra channels that require an additional subscription. It’s a gated streaming group that turns into complicated whenever you’re simply in search of one thing, something to observe. Clicking on a title and discovering it’s locked behind a paywall is irritating, and Hearth TV just isn’t the one one responsible of this sin.

The ultimate, maybe least essential situation, is the menu settings. Whereas Panasonic’s menus had been primary, they allowed for finer tuning. Will they be identical or as in-depth? As this second in time, I’m not too certain.

Panasonic will get a number of advantages, Hearth TV is an interface that does quite a bit – at instances an excessive amount of. The transfer from My Residence Display to Hearth TV is (with some irony) a bounce from a easy interface to 1 that’s extra sophisticated, so it’s a wise transfer to a level, however it may find yourself being two steps ahead and one step again.


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