Once you’re into the Fire TV interface proper, you’re faced with a familiar set of tiles offering apps, recently watched programmes and suggestions of things you might want to watch. In addition to the usual suspects, you’ll also notice tiles for the TV’s various HDMI inputs and terrestrial TV tuner. These inputs are treated just like apps or watched programmes, so if you regularly use the HDMI 4 port, for instance, then that gets pole position in your recently watched list. This is a modern set with competitive features for the budget side of the TV market in 2023, more so than the V35 Series at any rate, so if you’re looking for a set you can use to stream all the 4K/HDR content you can imagine without spending an arm and a leg, the C350 Series from Toshiba can get you there.

So when you see a smart, 4K, HDR Bush TV in your local Argos or Sainsburys – just like a Samsung but for half the price – it's easy to be tempted.When measuring the Delta-E values (the margin of error between an accurate test pattern source and what’s shown on screen), we typically look for the average result to be under 3, since this is considered indistinguishable from perfect to most people. When measuring grayscale results (to test how it handles different levels of darkness) in Movie Dark mode, the result was 4.3, so a little disappointing – but this is somewhat expected with an LED screen. However, in terms of color accuracy, the Omni QLED’s Delta-E average was 1.99, which is an excellent result especially for a TV at this level. It’s worth noting adjustments in picture can be made to improve those numbers, but these were the out-of-the-box results. Our testing has shown us that a long list of features doesn't necessarily make a good TV. A screen capable of displaying 4K resolution may be terrible at showing HD content. So, should you be wary of these bargain TVs? Is one store brand better than other? Or do you need to spend a bit more on a more recognisable brand to get the best experience? We don't test every supermarket or electronic retailer own-brand TV, but to give you an indication of whether it's worth buying one of their TVs, this table shows the average Which? test scores of TVs from many of the brands you'll find in supermarkets and electronics retailers, alongside those of the market leaders.

If you don’t watch any content in resolutions higher than 1080p HD, the LK3C can definitely get the job done, and it will have no trouble letting you stream whatever content you’d like, but for the price, you can usually find better kit.

The Amazon Omni is almost certainly going to be a Black Friday bargain

I measured coverage of the DCI-P3 color range (used for mastering 4K movies and digital cinema releases) at 97.3% and BT.2020 at 74.3%. These are very good results again, and definitely rival some of the other best 4K TVs available.

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You work at BID, what a legend.

As you might expect, these TVs scale up in terms of features and price. However, outside of the QF5D Series, you’ll be getting LCD panels, and across all of Toshiba’s UK TVs you’ll get smart functionality. The Omni QLED may not have the best picture on the market, but considering its price range, I was surprised with just how detailed and vivid its picture was and how well it punches above its weight. The biggest issues with the JVC, however, are that it struggles with both motion and upscaling – two key performance elements of any self-respecting 4K TV. I didn’t expect much given the 60Hz refresh rate, but the panel’s slow response time is painfully obvious. It’s not too noticeable in brighter scenes, but detail and colours are smudged by horrible blur in darker moments. Similarly, while images look crisp in 4K when the camera is moving slowly, fast action and sports shows up the panel’s limitations, with detail becoming flattened and indistinct. One thing I did find during testing was that, although easy to navigate, Fire TV felt clunky at times. There were often frequent pauses and stutters when accessing apps, changing settings and browsing through menus, which hindered the experience a little, although thankfully these stutters weren’t common.

The built-in TV speakers should suit most people and situations but if you are looking for a bolder sound, it may well be worth considering a soundbar just to add that extra level of depth. The presence of Dolby Vision is particularly good news for a budget model. ‘Dynamic’ HDR formats such as Dolby Vision are capable of adapting to the limitations of low-end 4K TVs, whereas ‘static’ HDR formats such as HLG and HDR10 rely more heavily on a TV’s natural talents. At this price, those talents are routinely in short supply. JVC Fire TV Edition review: Key specifications Those colours aren’t as intense as they should be in HDR mode, though, so don’t expect the kind of eye-popping colour which you get from pricier sets – the JVC covers a mere 70% of the DCI-P3 colour gamut, which is far less than even many mid-range TVs. By the same metric, even LG’s affordable UM7400 managed to cover 82% of DCI-P3.In 2023, Toshiba UK is divided up into three major lines: the QF5D Series, the UF3D Series, and the LK3C Series. There are other 2023 Toshiba TVs, but the main difference here comes down to the smart TV OS you prefer. All of Toshiba UK’s 2023 TVs are 60Hz TVs, while each line also supports HDR10, and the QF5D Series and UF3D Series support Dolby Vision, too, as well as the TRU Picture Engine that offers up motion smoothing, upscaling, and more. With Game mode switched on, the Omni QLED processed intense moments well. Switching between targets and motion processing felt smooth, with changes from sections of calm into action feeling seamless. This is in part thanks to the Omni QLED's very low input lag time. Using the Leo Bodnar 4K input lag tester, the Omni QLED yielded a result of 10.4ms, which is an excellent result for a TV at this price and even rivals some of the best 120Hz TVs. At the end of the day, these store-brand TVs are the cheapest on the market, but even if you're on a tight budget don't discount TVs from the bigger brands. LG, Samsung, Sony and Panasonic all have their own budget sets, especially if you go for a TV released the previous year. It's been a while since we've tested these TVs and this is largely because the models don't stay on sale for very long and we prioritise testing hundreds of TVs from more well known brands that are more widely available. The average scores in the table are across several years of testing, but we haven't tested any store brand TVs since 2018.