“Which is the better choice,720 or 800 series? Is there a big difference in picture quality and in motion flow rate?”
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The 800 series offers a brighter screen which is needed to utilize HDR properly. The picture quality is good on both but the 720 series has a slight advantage in response time if you are into gaming more than watching movies. With the 800 series you will see the colors "pop" as people say, which is a positive thing. Is it worth the extra $? That is always subjective and based on your primary use of the TV.
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