It depends on how much tech/bells and whistles you want. Depending on your budget, spending extra does pay off in picture quality. Although they are clueless about higher end audio, Consumer Report does excellent testing and reporting on Tv's. Some other sources like "The Spruce" (no membership needed) are also helpful.
i just purchased a Sony 65" OLED at the end of last year. $500 off MSRP. The picture quality is superb. Just as an add-on, Sony and LG usually test at the top of the test charts. As an added bonus, they also are at the top in reliability.