I can tell CES is approaching when my inbox starts flooding with press releases, along with an equal surge in LinkedIn requests. This year is different. Most brands are choosing to keep their cards close to the chest, while the remaining have embargoed their respective press briefs. Despite brands taking a more discreet approach, there have been a handful of intriguing announcements in the TV domain, with Samsung and LG having unveiled their respective RGB TVs slated to make debut in Vegas.
The most significant announcement so far has just come in a few hours earlier. LG Electronics has taken wraps off of its first soundbar system powered by Dolby Atmos FlexConnect technology. For the unfamiliar, Dolby Atmos FlexConnect allows consumers to connect wireless speakers to their TV, regardless of where the speakers are placed in the room.
This sounds as if we have read this somewhere, right? That’s because the technology first appeared in TCL’s speakers, where the soundbar used built-in microphones “to perform a fast calibration that analyzed room acoustics.” Back then, my colleague noted “that unlike regular soundbars, the Z100 (TCL Wireless Home Theater Speaker System) uses Dolby Atmos FlexConnect to deliver a theatre-like experience with less effort.”
LG seems to be treading in the same direction with what they call the “LG Sound Suite.” The new modular audio system comprises the flagship H7 soundbar, M5 and M7 wireless surround speakers, and W7 subwoofer. Powered by advanced software calibration, Dolby Atmos FlexConnect optimizes audio output based on speaker positions, supporting up to 27 different configurations, ranging from a simple stereo pair to a full 13.1.7-channel Dolby Atmos setup. So what’s the differentiating line between LG’s version and TCL’s?
The Verge, among the first to cover the story, highlighted two main drawbacks of TCL’s Dolby FlexConnect implementation. The website reported that the TCL version only allowed four connected speakers (including a subwoofer) and requuired a 2025 QM series TCL TV. So users were in a dilemma whether to pick between better sound coverage with a fourth speaker or opt for a subwoofer for deeper bass.
That is not to be the case with LG’s Sound Suite that allows the soundbar to connect with up to four surround speakers in addition to a subwoofer, enabling that full 13.1.7-channel experience. According to LG’s press release, all components in the Sound Suite incorporate premium Peerless speaker units. “By pairing the simplicity and flexibility of Dolby Atmos FlexConnect with the high-caliber acoustic performance of Peerless speakers, LG Sound Suite ushers in a new era of immersive Dolby Atmos sound,” LG states.
Another key advantage that LG Sound Suite holds over the TCL Wireless Home Theater Speaker System version is its compatibility. While the system pairs seamlessly with premium 2026 LG TVs that integrate FlexConnect directly (with select 2025 models like the C5 and G5 OLEDs also receiving support via updates), a TV is not required. As reported by Tom’s Guide, the H7 soundbar can serve as the “lead device,” connecting up to four surround speakers and a subwoofer wirelessly to any television or even operating standalone for music playback.
That said, the LG Sound Suite is slated for its public debut at CES 2026. The company has not yet revealed pricing or specific availability dates for the H7 soundbar, surround speakers, or subwoofer. If the battle of RGB TVs is set to garner headlines at CES 2026, the same can be said for Dolby Atmos FlexConnect, where TCL and LG are leading the charge, with more brands likely to jump on the bandwagon soon.
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