Samsung subsidiary Harman has taken the covers off of the JBL Bar 5.0 MultiBeam Soundbar.
Taking on the Sonos Arc, but at half the price, this Dolby Atmos-packing soundbar is the first from the brand to combine Atmos with its own proprietary beamforming technology - MultiBeam - for room filling sound from a single point.
However, it's not just a TV speaker. Like the new Sony speakers announced at CES 2021, the MultiBeam Soundbar can form part of an Alexa multi-room music system, even though Amazon's digital assistant isn't baked in.
It's clear that Alexa multi-room functionality is going to be on the themes of this year's CES. Despite being available since 2018, the Alexa Multi-Room Music (MRM) initiative hasn't exactly set the world alight.
Prior to CES 2021, only Marshall has got involved - on smart speakers with Alexa baked in.
The JBL Bar 5.0 MultiBeam will be available in Black, direct from the manufacturer for $399.95, in the Spring.
As well as the new soundbar, JBL also used CES to reveal the gorgeous looking SA750 Integrated Amplifier that features an iconic retro-inspired milled aluminum face panel.
With both Google Chromecast and Apple Airplay 2 on board, it's a slick looking, high-performing way of kick starting your own top multi-room music system.